Institutional Repository | Satya Wacana Christian University: The Implementation Of Customer Loyalty For Marketing Strategy At PT. Armada Tunasjaya Magelang

THE IMPLEMENTATION OF CUSTOMER
LOYALTY FOR MARKETING STRATEGY
AT
PT. ARMADA TUNASJAYA MAGELANG
Tesis
Diajukan Kepada
Program Studi Magister Manajemen
Untuk Memperoleh Gelar Master of Management

Oleh:

PUJI RAHAYUNINGTYAS
NPM. 912010101

PROGRAM PASCA SARJANA
UNIVERSITAS KRISTEN SATYA WACANA
SALATIGA
2013

1

THE IMPLEMENTATION OF CUSTOMER
LOYALTY FOR MARKETING STRATEGY
AT
PT. ARMADA TUNASJAYA MAGELANG

Tesis

Oleh:

PUJI RAHAYUNINGTYAS
NPM . 912010101

Telah disetujui untuk diuji :
Hari, Tanggal : Selasa, 30 April 2013

Pembimbing

Dr. Jony Oktavian Hariyanto, MM., MA
2

LEMBAR PENGESAHAN
Judul Tesis

: THE IMPLEMENTATION OF
CUSTOMER LOYALTY FOR
MARKETING STRATEGY AT
PT. ARMADA TUNASJAYA
MAGELANG

Nama
NPM
Program Studi

: Puji Rahayuningtyas
: 912010101
: Magister Manajemen

Menyetujui,

Dr. Jony Oktavian Hariyanto, MM., MA

Mengesahkan,
Ketua Program Studi Magister Manajemen

Prof. Christantius Dwiatmadja, SE.,ME.,PhD
Dinyatakan Lulus Ujian tanggal: 30 April 2013

3

Surat Pernyataan Tidak Melakukan Plagiasi

Yang bertanda tangan dibawah ini, saya:
Nama

:

NPM

:

Program Studi

:

Puji Rahayuningtyas

912010101
Magister Manajemen UKSW
Salatiga

menyatakan bahwa tesis yang saya ajukan adalah hasil
karya saya sendiri yang belum pernah disampaikan untuk
mendapatkan gelar pada program magister manajemen ini
ataupun pada program lainnya. Karya ini adalah milik
saya, karena itu pertanggung- jawabannya sepenuhnya
berada di pundak saya.

Salatiga, 30 April 2013
Hormat Saya,

Puji Rahayuningtyas

4

MOTTO

‘I Don’t regret the things I’ve not done. I regret the
things I didn’t do when I had the chance’

i

ACKNOWLEDGEMENT

First of all, I would like to thank God for the
opportunity given for me in getting through this wonderful
moment, so I am able to achieve Master Degree at
Magister Management, SWCU, Salatiga. This study was
fully supported by lots of great and lovely people, and this
study is proudly presented for them. They are:
1.

Hari Sunarto, SE., MBA., Ph.D, as the Dean of
Economics and Business Department, Satya Wacana
Christian University, Salatiga.

2.

Prof. Christantius Dwiatmadja, SE.,ME.,PhD as the
Ketua

Program

Studi,

Magister

Management,

Economics and Business Department, Satya Wacana
Christian University.
3.

Dr. Jony Oktavian Hariyanto, MM., MA as the thesis
Supervisor for the times for sharing, patience,
suggestions and motivation until thesis done.

4.

PT. Armada Tunasjaya – Magelang and all great team,
which gave opportunity to have research well. Special
thanks

for

Bpk.

Rudy

Kristianto,

Bpk.

Iwan

Kurniawan, Bpk. Handoko and the managers for the
times, suggestions and challenge given.
5.

Mama, Papa, my sister and brother for always
reminding and motivating me in keep doing the best
for the thesis.

ii

6.

My all classmates, Phatimey, Pak Bejo and Ika
Christianti, SE. M.Akt, for helping checking formats.
U are all awesome!
Thanks to all the parties that cannot be mentioned

one by one. Frankly, the study would not finish without
your hands.

Salatiga, April 2013

Puji Rahayuningtyas, Spd

iii

PREFACE
The study discusses about on how to implement
customer loyalty as marketing strategy at PT. Armada
Tunasjaya, Magelang. Everything is begun with customer
significance which drives into programs or strategy related
to customers themselves. Marketing strategies applied
focus on achieving customer satisfaction which believed is
able to drive into customer loyalty. And, customer loyalty
is capable of increasing profit, as there is repeat order.
Both services and facilities are matched with marketing
strategies.

The study is not perfect yet, it is still lack of
knowledge and discussion. Therefore, advices and critics
are needed for improvement. Finally, in regards, wish the
study is useful and functions for an insight for other
people and education.
Salatiga, Maret 2013

Puji Rahayuningtyas, Spd

iv

ABSTRACT
This study was aimed to examine and obtain
empirical evidences toward customers based marketing. It
was caused of character and behavior changing of
customers who wanted to be humanized. Customer based
marketing was applied to obtain customer satisfaction and
is able to drive customer loyalty, which it could boost
profit. This study took place at a well known HONDA
dealer, named PT. Armada Tunasjaya, Magelang, by

involving
Magelang.

participants
The

from

participants

PT.

Armada

consisted

Tunasjaya,

of

Directors,

Managers, Area Manager, Branch Head and Honda
Customer Care Center (HC3) Team. The study belongs to
qualitative research by interviewing participants. Result of
the study showed that customer loyalty is significance for
the implementation of marketing strategy at PT. Armada
Tunasjaya, Magelang.

Keywords: customer based marketing, humanized
service, customer satisfaction, customer loyalty.

v

SARIPATI

Penelitian ini bertujuan untuk mempelajari dan
memperoleh bukti empiris mengenai penerapan strategi
marketing yang berbasis konsumen. Hal ini didasari oleh
adanya perubahan karakter dan perilaku konsumen yang
lebih menginginkan adanya pelayanan yang manusiawi.
Strategi marketing berbasis konsumen ini diterapkan
guna mencapai kepuasan pelanggan yang dipercaya
mampu menciptakan konsumen loyal, dimana peran
konsumen loyal mampu meningkatkan profit. Penelitian
ini dilakukan di sebuah dealer HONDA ternama, PT.
Armada

Tunasjaya,

Magelang,

dengan

melibatkan

responden dari PT. Armada Tunasjaya sendiri. Adapun
responden terdiri dari Direktur, Manajer, Area Manajer,
Kepala Cabang dan tim Honda Customer Care Center
(HC3). Penelitian merupakan studi kualitatif dengan
metode wawacara.
Hasil penelitian menunjukkan bahwa customer
loyalty memiliki signifikansi atau peran penting dalam
implementasi

startegi

marketing

di

PT.

Armada

Tunasjaya, Magelang.
Kata

kunci:

strategi

marketing

berbasis

konsumen,

pelayanan manusiawi, kepuasan pelanggan, konsumen
loyal.

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TABLE OF CONTENTS
ACKNOWLEDGEMENT .........………........................………. i
PREFACE …....................………………………………………… iii
ABSTRACT ……........................………………………………….iv
SARIPATI .........................………………………………………… v
TABLE OF CONTENTS ……….........................……….……… vi
LIST OF APPENDIX …........................………………….…… vii
LIST OF FIGURE ............................................................. viii
CHAPTER I

INTRODUCTION ………..........................……. 1

CHAPTER II

REVIEW OF LITERATURE …...................... 11

CHAPTER III RESEARCH METHOD …….......................… 39
CHAPTER IV DATA ANALYSIS ……………......................... 51
CHAPTER V

CONCLUSION ………………......................... 87

REFERENCES ………………………………………………………91
APPENDIX

vii

LIST OF APPENDIX:
Apendix 1

: Transkrip Interview

Apendix 2

: Data Penjualan dan trend RO

viii

LIST OF FIGURE :
Figure: 1.1 a dynamic model of customer loyalty
Figure: 1.2 Trends in Customer Satisfaction, Loyalty and
Value

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