HOW PROMOTIONAL VOUCHERS OFFERED BY ONLINE TRANSPORTATION COMPANIES AFFECT CUSTOMER LOYALTY IN INDONESIA
One of the many ways online transportation companies implemented its marketing system is by giving a voucher and additional cashback in order to captivate new customers and retain the old customer. The buyback or repurchase is one of the indicators of customer loyalty. The short-term impact of promo...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/50440 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | One of the many ways online transportation companies implemented its marketing system is by giving a voucher and additional cashback in order to captivate new customers and retain the old customer. The buyback or repurchase is one of the indicators of customer loyalty. The short-term impact of promotional vouchers is proven effective for the customer’s buying decision towards the company, but this study will deepen the analysis of whether such a strategy affects customer loyalty. Many studies have stated that the price variable significantly influences the purchase decision variable, and the promotion variable significantly affects the purchase decision variable. This is also linear with the escalating performance of monthly active users from Gojek and Grab, which continues to rise from year to year. Growing consumer loyalty towards the products developed by the company would be very important. With the increasingly loyal customers in a company, maintaining them means increasing the financial performance and survival performance of the company. With this awareness, online transportation companies such as Gojek and Grab are so enthusiastic about issuing a variety of promotional forms they have |
|---|