STRATEGY FORMULATION AND RECOMMENDATION TO ENHANCE CUSTOMER LOYALTY PROGRAM FOR MYPERTAMINA APPS

• Main Author: Adhi Narpangga, Danniswara
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47797
• Institution: Institut Teknologi Bandung

The role of collaboration between companies as an alternative strategy to develop customer loyalty program has entered the energy industry along with the development of digitalization. It is related to the main concern for PT Pertamina (Persero) in optimizing digital transformation, which is currently being developed through the MyPertamina application to create additional values to build customer loyalty within more beneficial features provided. In the process of analyzing this research, using the company's internal analysis approach which includes STP and Marketing Mix, as well as external analysis used are PEST and Porter's Five Forces, which are summarized in the application of the 4C Diamond Model along with the stage of formulating business solutions through strategic decision analysis including Eisenhower Matrix and the determination of a partnership loyalty program with S.M.A.R.T to analyze the potential for collaboration based on the results of the score. The purpose of this research is to provide recommendations for the addition of attractive customer loyalty program by collaborating with potential partner.