Rumusan Program Membership, Poin Rewards dan Email Marketing untuk Meningkatkan Loyalitas Pelanggan: Studi pada Semanis Kamu Cafe

Puspa Ayu Aprillia Pudjianingrum; Cecep Safa’atul Barkah; Tetty Herawaty; Lina Auliana

doi:10.14710/jab.v11i1.39815

DOI: https://doi.org/10.14710/jab.v11i1.39815

Rumusan Program Membership, Poin Rewards dan Email Marketing untuk Meningkatkan Loyalitas Pelanggan: Studi pada Semanis Kamu Cafe

Puspa Ayu Aprillia Pudjianingrum - Departemen Administrasi Bisnis, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia

*Cecep Safa’atul Barkah - Departemen Administrasi Bisnis, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia

Tetty Herawaty - Departemen Administrasi Bisnis, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia

Lina Auliana - Departemen Administrasi Bisnis, Universitas Padjadjaran, Jl. Raya Bandung Sumedang KM.21, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363, Indonesia

Received: 5 Jul 2021; Revised: 26 Mar 2022; Accepted: 26 Mar 2022; Available online: 31 Mar 2022; Published: 31 Mar 2022.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

BibTex Citation Data :

@article{JAB39815,
    author = {Puspa Pudjianingrum and Cecep Barkah and Tetty Herawaty and Lina Auliana},
    title = {Rumusan Program Membership, Poin Rewards dan Email Marketing untuk Meningkatkan Loyalitas Pelanggan: Studi pada Semanis Kamu Cafe},
    journal = {Jurnal Administrasi Bisnis},
  volume = {11},
    number = {1},
    year = {2022},
    keywords = {Email marketing; loyalitas pelanggan; membership; poin rewards; recency},
    abstract = {   This paper analyzes marketing strategies to increase customer loyalty. Customer loyalty can be used as a measure of a customer's level of loyalty to a particular product or brand. The higher the level of customer loyalty will increase the number of active customers who make transactions. Semanis Kamu Cafe reported that based on the update data in May only 40 percent of the number of transactions are active buyers or customers who make transactions. Meanwhile, the management targets active buyers to reach 50 percent of the number of transactions. Therefore, the author wants to propose a marketing strategy that can increase customer loyalty. This research resulted in three program proposals, namely membership using member cards, rewards points, and email marketing. The proposed program is expected to increase customer loyalty Semanis Kamu Cafe.        Paper ini menganalisis mengenai strategi pemasaran untuk meningkatkan loyalitas pelanggan. Loyalitas pelanggan dapat digunakan sebagai suatu ukuran tingkat kesetiaan pelanggan terhadap suatu produk atau brand tertentu. Semakin tinggi tingkat kesetiaan pelanggan akan meningkatkan jumlah pelanggan aktif yang melakukan transaksi. Semanis Kamu  Cafe  melaporkan bahwa berdasarkan data keterkinian pada bulan Mei hanya 40 persen dari jumlah transaksi merupakan pembeli aktif atau pelanggan yang melakukan transaksi. Sementara, pihak pengelola menargetkan pembeli aktif mencapai 50 persen dari jumlah transaksi. Oleh karena itu, penulis ingin mengusulkan suatu strategi pemasaran yang dapat meningkatkan loyalitas pelanggan. Hasil penelitian menghasilkan tiga usulan program yaitu  membership  menggunakan  member card, poin rewards , dan email  marketing . Usulan program tersebut diharapkan dapat meningkatkan loyalitas pelanggan Semanis Kamu  Cafe . },
   issn = {2548-4923},   pages = {21--30}  doi = {10.14710/jab.v11i1.39815},
    url = {https://ejournal.undip.ac.id/index.php/janis/article/view/39815}
}

Citation Format:

Abstract

This paper analyzes marketing strategies to increase customer loyalty. Customer loyalty can be used as a measure of a customer's level of loyalty to a particular product or brand. The higher the level of customer loyalty will increase the number of active customers who make transactions. Semanis Kamu Cafe reported that based on the update data in May only 40 percent of the number of transactions are active buyers or customers who make transactions. Meanwhile, the management targets active buyers to reach 50 percent of the number of transactions. Therefore, the author wants to propose a marketing strategy that can increase customer loyalty. This research resulted in three program proposals, namely membership using member cards, rewards points, and email marketing. The proposed program is expected to increase customer loyalty Semanis Kamu Cafe.

Paper ini menganalisis mengenai strategi pemasaran untuk meningkatkan loyalitas pelanggan. Loyalitas pelanggan dapat digunakan sebagai suatu ukuran tingkat kesetiaan pelanggan terhadap suatu produk atau brand tertentu. Semakin tinggi tingkat kesetiaan pelanggan akan meningkatkan jumlah pelanggan aktif yang melakukan transaksi. Semanis Kamu Cafe melaporkan bahwa berdasarkan data keterkinian pada bulan Mei hanya 40 persen dari jumlah transaksi merupakan pembeli aktif atau pelanggan yang melakukan transaksi. Sementara, pihak pengelola menargetkan pembeli aktif mencapai 50 persen dari jumlah transaksi. Oleh karena itu, penulis ingin mengusulkan suatu strategi pemasaran yang dapat meningkatkan loyalitas pelanggan. Hasil penelitian menghasilkan tiga usulan program yaitu membership menggunakan member card, poin rewards, dan email marketing. Usulan program tersebut diharapkan dapat meningkatkan loyalitas pelanggan Semanis Kamu Cafe.

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Keywords: Email marketing; loyalitas pelanggan; membership; poin rewards; recency

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