PENGEMBANGAN FITUR APLIKASI PT X BERDASARKAN FAKTOR YANG MEMENGARUHI CORPORATE IMAGE, CUSTOMER SATISFACTION, DAN TRUST UNTUK MENINGKATKAN CUSTOMER RETENTION

• Main Author: Putri Avianny, Raisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63977
• Institution: Institut Teknologi Bandung

PT X is a social commerce application that provides quality and fresh products at affordable prices by empowering housewives and shop owners or MSMEs to earn additional income for their families through an easily accessible way. Social commerce is e-commerce based on social networks. When the pandemic increased online sales, PT X actually experienced difficulties, especially in maintaining customer loyalty. This is measured by the company's customer retention value that does not reach the target and the number of users decreases. PT X made changes to one of its business processes but the value of customer retention has not yet reached the target. The results of the company's brief survey to customers concluded that there was dissatisfaction with application features that made some needs unable to be fulfilled according to customer expectations. This study aims to determine the factors that influence corporate image, customer satisfaction, and trust for PT X as factors that influence customer retention. Factors will act as dimensions and operationalized to be used as a basis for data collection in product development. The results of data collection will become a customer requirement in the House of Quality as the first phase of Quality Function Deployment (QFD) which will be used in this study. The customer requirements will be determined by the technical attributes that affect them (engineering characteristics) and an assessment will be carried out to produce a target value for the technical attributes along with their priority ranking.