THE EXISTENCE OF RELATIONSHIP MANAGEMENT TO THE CUSTOMER LOYALTY (A Case study of Rejeki Smartfren Care Program through Social Media Twitter)

Mahasiswi Magister Ilmu Komunikasi BINUS University sebagai pemakalah pada Konferensi Internasional “THE 2nd SOUTHEAST ASIA ACADEMIC FORUM ON SUSTAINABLE DEVELOPMENT (SEA-AFSID) 2018 di Yogyakarta”, dengan Judul:

THE EXISTENCE OF RELATIONSHIP MANAGEMENT TO THE CUSTOMER LOYALTY (A Case study of Rejeki Smartfren Care Program through Social Media Twitter)

By: Dinda Agustina Putri

The customer relationship management is a very important activity for a company to build and bond their relationship with their customers. PT Smartfren Telecom Tbk is one of the leading telecommunication service providers in Indonesia which is founded in 2011. As a young company, PT Smartfren Telecom Tbk needs customer loyalty towards their brand. The main purpose of this study is to explain the result of Rejeki Smartfren Care program on Twitter as a relationship management and its effect and correlation to customer loyalty in PT Smartfren Telecom Tbk. Based on the literature review and the competence – the capability relationship management between company and the customer is from communication, relationship and mutual benefits. In addition, customer loyalty can be in the forms of saying positive things, giving recommendation to friends and purchasing the brand continuously. This study uses quantitative research method with the data gathered from 100 respondents through survey method. The data analysis was measured by validity, reliable, correlation, regression and hypostases test. Regression analysis proves that Rejeki Smartfren Care program is significantly related to customers’ loyalty.