STRATEGI RETENSI PELANGGAN MELALUI CUSTOMER-TIER PROGRAMS
Keywords:
purchase habits, retention, loyalty, membership, customer-tier
Abstract
This study aims to describe the purchase habits of Nunu Leather resellers and formulated strategies for the retention while increasing the profitability of resellers in order to make repeated purchases in larger and more stable quantities. In formulating the strategy, various analyses such as internal-based resources, VRIN framework, identification of Sustainable Competitive Advantage (SCA), and TOWS analysis are carried out. From the various analyses, a customer-tier strategy is formulated in the form of membership that is expected to solve the problems of Nunu Leather.
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References
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Blattberg, R. C., Kim, B.-D., & Neslin, S. A., 2008, Database Marketing: Analyzing and Managing Customers. New York: Springer Science.
Engel, J. F., Blackwell, R. D., & Miniard, P. W., 2012, Perilaku Konsumen. Tangerang: Binarupa Aksara.
Fahy, J., 2002, A Resource-Based Analysis of Sustainable Advantage in a Global Environment. International Business Review.
Griffin, J., 2016, Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga.
Hakkak, M., & Ghodsi, M., 2015), Development of a Sustainable Competitive Advantage Model based on Balanced Scorecard. International journal of Asian Social Science.
Halim, T., 2020, Analisis Faktor Internal, Eksternal dan Resource-Based View Strategi PT XYZ dalam Memenangkan persaingan dalam Industri Timbangan. Jurnal Manajemen bisnis dan Kewirausahaan.
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H., 2020, Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. Journal of Asian Finance, Economics, and Business.
Kertajaya, H., 2010, Grow with Character the Story. Jakarta: PT Gramedia Pustaka Utama.
Kotler, P., & Amstrong, G., 2016, Principles of Marketing. Harlow: Pearson Education.
Mahmud., 2011, Metode Penelitian Pendidikan. Bandung: Pustaka Setia.
Novianti, Suryoko, S., & Nugraha, H. S., 2013, Pengaruh Kepuasan Pelanggan dan Hambatan Berpindah Terhadap Retensi Pelanggan Kartu Prabayar SimPATI di Wilayah Semarang. Jurnal Ilmu administrasi Bisnis.
Pleshko, L. P., & Al-Houti, S, 2012, Heavy Versus Light Users: A Preliminary Study of behavior Patterns in Retail Services. Academy of Marketing Studies Journal.
Rengkung, L. R., 2015, Keuntungan Kompetitif Organisasi dalam Perspektif Resources Based View (RBV). Jurnal ASE.
So, J. T., Danaher, T., & Gupta, S., 2015, What Do Customers Get and Give in Return for Loyalty Program Membership? Australasian Marketing Journal .
Sugiyono, 2019, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sukma, H. A., 2017, Perspektif The Resource Based View (RBV) dalam Membangun Competitive Advantage. Jurnal Ekonomi dan Bisnis Islam.
Taufik, M. I., & Suprajang, S. E., 2015, Analisis Threats, Opportunity, Weakness, Strengths (TOWS) sebagai Landasan dalam Menentukan Strategi Pemasaran Pada Pr. Semanggimas Agung Boyolangu Kabupaten Tulungagung. Jurnal Riset Mahasiswa Ekonomi (RITMIK).
Umar, H., 2013, Metode Penelitian untuk Skripsi dan Tesis Bisnis. Jakarta: PT Raja Grafindo.
Utami, C. W., 2012, Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis. Jakarta: Salemba Empat.
Wandrial, S., 2011, Analisis Internal perusahaan (Strength & Weakness), Menggunakan Konsep 'Resource-Based View of the Firm' dengan Kerangka VRIO. Binus Business Review.
Zikmund, W. G., 2003, Customer Relationship Management: Integrating Marketing Strategy and Information Technology. New Jersey: John Wiley and Sons.
Published
2022-09-26
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