Hernandi, Rifka Aulia (2019) Continuous Improvement dalam Strategi Marketing Public Relations untuk Memelihara Kepuasan Pelanggan Business-To- Business (B2B) PT.Citra Tubindo Tbk. Sarjana thesis, Universitas Brawijaya.
Abstract
Skripsi ini ditujukan untuk mengetahui bentuk strategi marketing public relations yang dilakukan oleh PT.Citra Tubindo dengan menggunakan tools dari Continuous Improvement untuk menjaga pelanggan bisnis milik perusahaan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Teknik pengumpulan data menggunakan teknik wawancara dan dokumentasi kepada empat orang narasumber, yaitu General Manager, Head of Continuous Improvement team, Quality Assurance Manager dan Quality Assurance Supervisor. Teknik pemilihan informan ini menggunakan teknik snowball sampling. Berdasarkan hasil penelitian ditemukan bahwa PT.Citra Tubindo mengaplikasikan satu strategi marketing public relations yaitu strategi Pass untuk meningkatkan brand awareness perusahaan di mata pelanggan dan juga menjaga kepuasan pelanggan melalui program Continuous Improvement milik perusahaan yaitu OCTG School. Program ini terbukti menjadi salah satu program paling sukses yang melampaui harapan pelanggan dan berhasil mempertahankan kepuasan pelanggan. Tidak hanya program yang dimaksudkan untuk mendidik pelanggan tentang berbagai produk perusahaan dari proses pembuatan produk hingga instalasi produk, program ini sudah bertahan selama 10 tahun terhitung dari tahun 2009. Adapun untuk menjaga kepuasan pelanggan melalui penanganan keluhan yang baik, PT.Citra Tubindo menerapkan tools dari konsep Continuous Improvement, yang dinamakan tools 8D. Dalam hal menangani keluhan pelanggan, PT.Citra Tubindo menerapkan form 8D sebagai perwujudan dari 8D tools. Form ini tidak hanya menyimpan data keluhan pelanggan tetapi juga menunjukkan bagaimana perusahaan menghadapi situasi tersebut. Data akan disimpan selama 5 tahun sebagai tindakan pencegahan jika terjadi keluhan yang sama, perusahaan akan dengan mudah belajar tentang bagaimana menangani keluhan sesuai dengan kejadian sebelumnya. Hasilnya, penyelesaian masalah akan jauh lebih cepat. Ini jelas akan mempengaruhi kinerja perusahaan dimata pelanggan.
English Abstract
This thesis is intended to find out what kind of marketing public relations strategy carried out by PT.Citra Tubindo by using tools from Continuous Improvement to maintaining satisfaction of company's business customers. This research uses descriptive qualitative research methods. Researchers using interview and documentation as a method to collect the data from the four interviewee. We have interviewed the General Manager, Head of Continuous Improvement team, Quality Assurance Manager and Quality Assurance Supervisor. And this informant selection technique uses snowball sampling technique. Based on the results of the study it was found that PT.Citra Tubindo applied one of three marketing public relations strategy called Pass strategy it is applied to increase the company's brand awareness in the customers top of mind and also to maintain customer satisfaction through the company's Continuous Improvement program. These program called OCTG School. The program was proved to be one of the most successful program that is beyond the expectation of the customers and successfully maintaining customer satisfaction. Not only the program intended to educate the customers about company’s wide-range products from process to installations, but also it is proved to be an outstanding program that last ten years since 2009. As for maintaining customer satisfaction through good complaint handling, PT.Citra Tubindo applies tools from Continuous Improvement concept, named 8D in the role of customer service, when it comes to handling customer complaints. PT.Citra Tubindo would applies 8D forms as a embodiment from 8D tools. These forms not only holding the record data of customer complaints but also show how the company deal with the situation. The data will be kept for 5 years as a preventive actions in case of the same complaint happen, company would easily learn of how to deal with the complaints according to the past event record. As the result, the problem would be solved much faster, easier and clearer. This would surely affect the company performance.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/747/051908166 |
| Uncontrolled Keywords: | Marketing Public Relations, Customer relationship, Continuous Improvement, Kepuasan pelanggan, Business to Business. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Oct 2020 14:51 |
| Last Modified: | 16 Oct 2020 14:51 |
| URI: | http://repository.ub.ac.id/id/eprint/174883 |
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