STRATEGI MEMPERTAHANKAMN LOYALITAS PELANGGAN MELALUI MANAJEMEN PRODUKSI

Abstract

This research is motivated by the many factors that arise in customer loyalty. Among them are satisfaction, emotional ties, trustworthiness, convenience and experience with the company. To maintain customer loyalty, a company must have strategies to implement.. The focus of research in writing this is (1) What is the strategy carried out in maintaining customer loyalty (2) How are the strengths and weaknesses in the strategy of maintaining customer loyalty through the management of the perspective of the production In this study the approach used is a qualitative approach. With data collection techniques through in-depth interviews with informants. Sources of data in this study use primary and secondary data. This study uses a field study analysis technique that looks for aspects of the interrelationship of production management and internal factor analysis in the form of strengths and weaknesses in the company. The results of this study indicate that: 1) The strategy of maintaining customer loyalty through perspective production management is to conduct production planning by paying attention to the quality and quantity of products, controlling production by carrying out the stages of production planning in accordance with the target (market segmentation), and conducting production supervision by maintaining quality and time efficiency. 2) Internal factors that become strengths are private-owned industries, business licenses and brand rights, products that are produced permanently and in accordance with the characteristics, maintain product quality by maintaining good relations between owners and employees and are able to survive with traditional product packaging. The weakness factor is that production is carried out with an uncertain time, does not utilize technological sophistication as a marketing medium, product packaging used is still fairly traditional.