ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN LOYALITAS PELANGGAN DI PT BAGAS OPERATION MARINE

Abstract

PT Bagas Operation Marine is a logistics supply and ship repair services company. The rapid development of the industry and the fight for the same market share has triggered increasingly fierce competition. Where companies are required to continue to innovate and implement creative strategies to differentiate them from similar companies in the area. This company experiences a lack of customers who make repeat orders and needs to maintain customer satisfaction in order to create customer loyalty. Customer loyalty can be used as a measure of the level of customer loyalty to a particular product or brand. The higher the level of customer loyalty will increase the number of active customers who make transactions. This research aims to analyze marketing strategies and provide marketing strategy suggestions to increase customer loyalty at PT Bagas Operation Marine. The methods used to analyze marketing strategies are internal resource based, VRIN analysis, and TOWS analysis. Based on the results of the marketing strategy analysis, three marketing program proposals can be proposed, namely membership using a member card, rewards points and email marketing. The implementation of the three proposed programs is expected to increase PT Bagas Operation Marine customer loyalty. Of course, with increasing customer loyalty, it is hoped that the number of active buyers or customers who make repeat orders will also increase and can increase the profits obtained by PT Bagas Operation Marine.