Hubungan antara Aktivitas Customer Relations dengan Loyalitas Pelanggan

Abstract

Abstract. In Business world nowadays especially industry in Indonesia keep on develoving following the trends. There are so many new start up business owner who came with more various idea and many kind of business, so the other one need to update their system and realize how important to understand the customer for company. In order to face the fierce competition, one of the way to survive is to keep the customer’s loyalty. Every company have to make a good relationship with the customer or in PR language called Customer Relations. Customer Relations activity through official facebook, twitter, and instagram account of PT.Pos Indonesia. The research’s titled The Relationship between Customer Relations’ Activities with customer loyalty (Correlation Study about customer relations’ activites through facebook account of PT. Pos Indonesia with customer loyalty). The purpose of this research is to know the correlation between trust, commitment, satisfaction, and control with customer loyalty on facebook. Theory that used in this research are Hon and Gruning’s Relationship Management Theory and Jill Griffin’s Customer Loyalty Theory. This research used correlational method which has purpose to examine the relationship among some variables of the research. The population of this research is active followers who likes the post and also give comment on PT. Pos Indonesia’s facebook account in total 422 peoples, and used ordinal sampling technique with results 85 respondens. The result of this research is that the correlation between Customer Relations’ Activity with Customer loyalty’s score is 0.669 which meant there’s a strong/reliable relationship between customer relations’ activites through facebook account of PT. Pos Indonesia with customer loyalty. Almost all indicator from variable X and Y which related to each other had quite good score. 

Keywords: Customer Relations Activities, Social Media, Customer Loyalty

Abstrak. Pada masa kini dunia bisnis khususnya di negara Indonesia terus-menerus mengalami perkembangan. Perusahaan harus bisa lebih sadar akan pentingnya arti dari pelanggan. Dalam menghadapi persaingan bisnis mempertahankan loyalitas pelanggan merupakan hal yang penting bagi suatu perusahaan, maka dari itu perlu menjalin hubungan dengan pelanggan atau yang biasa disebut Customer Relations. Aktivitas Customer Relations yang di lakukan ialah melalui media sosial resmi PT.Pos Indonesia yaitu Facebook, Twitter, dan Instagram. Penelitian ini berjudul Hubungan Antara Aktivitas Customer Relations Dengan Loyalitas Pelanggan (Studi Korelasional Mengenai Aktivitas Customer Relations Melalui Media Sosial PT. Pos Indonesia dengan Loyalitas Pelanggan Di Media Sosial Facebook). Tujuannya untuk mengetahui adakah hubungan antara Kepercayaan, Komitmen, Kepuasan, Kontrol Bersama dengan Loyalitas Pelanggan di Media Sosial facebook. Teori yang digunakan adalah Teori Relationship Management Hon & Grunig dan Teori Loyalitas Pelanggan Jill Griffin. Penelitian ini menggunakan metode korelasional bertujuan untuk meneliti sejauh mana variasi pada satu faktor yang berkaitan dengan variasi faktor lain. Populasi  dalam penelitian ini adalah followers aktif yang menyukai salah satu post serta memberikan komentar di Facebook PT. Pos Indonesia sebanyak 422 orang dan menggunakan teknik sampling yaitu ordinal sampling yang menghasilkan 85 responden. Hasil penelitian ini menunjukkan bahwa terdapat hubungan antara Aktivitas Customer Relations dengan loyalitas pelanggan sebesar 0,669 yang berarti menunjukkan hubungan yang kuat. Sedangkan indikator lainnya yang saling berhubungan memiliki nilai korelasi dengan tingkatan yang cukup berarti.

Kata Kunci: Aktivitas Customer Relations, Media Sosial, Loyalitas Pelanggan