PROPOSED MARKETING STRATEGY TO IMPROVE CUSTOMER LOYALTY IN PASSENGER SHIPPING BUSINESS BASED ON CUSTOMER SATISFACTION (CASE STUDY: KM. BINAIYA OF PT PELNI)

• Main Author: Fitriyaningsih
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53618
• Institution: Institut Teknologi Bandung

PT. PELNI as a company engaged in the transportation sector and plays an active role in building connectivity throughout Indonesia needs to follow developments in the marketing world. Customer loyalty as a goal of corporate marketing needs to be built more seriously by looking at various aspects related to one of them by building a marketing plan that is right on target. The objectives of this research are to observing the passenger shipping business in general, evaluate PELNI customer loyalty, measuring the level of customer loyalty passengers of KM. Binaiya, make suggestions and recommendations needed to increase its customer loyalty. The method used in this research is an explanatory study using primary data from questionnaires and secondary data from previously processed sources. The data technique used questionnaire and documentary techniques with questionnaire instruments and a Likert scale for measurement. The collected data were analyzed using Reliability Analysis, Validity Test, CSI Model (Customer Satisfaction Index), and (Importance Performance Analysis) IPA Gap Analysis, IPA Quadrant Analysis, SERVQUAL (Service Quality) Model, Structural Equation Modeling (SEM). From this research it can be concluded, the quality of public service facilities and services on board at KM. Binaiya has a significant effect on passenger satisfaction with a contribution of more than 60%. Meanwhile, passenger or customer satisfaction has a major effect on customer loyalty in KM. Binaiya with a contribution of more than 89%. This means, to be able to increase customer loyalty KM. Binaiya, PT. PELNI needs to improve the quality of its services. Because when customers feel satisfied with the quality of service they receive, their loyalty also increases significantly. Overall, the service improvement efforts made by PT. PELNI has begun to be felt by passengers who are loyal customers.