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"[ABSTRAKRelationship marketing pada industri jasa konstruksi memiliki perbedaan dari mainstream yang selama ini berlaku di dunia pemasaran pada umumnya. Di dalam dunia konstruksi, dikenal dengan menggunakan sistem tender sebelum terjadinya kerjasama proyek antara perusahaan kontraktor dan pelanggannya sehingga hal ini menjadi menarik untuk melihat bagaimana posisi relationship marketing di dalam industri jasa konstruksi yang menggunakan sistem tender dalam mengukur loyalitas pelanggan.Di dalam hipotesis awal diduga variabel kepercayaan, biaya, dan komitmen mempunyai peranan penting didalam memberikan kepuasan pelanggan yang pada akhirnya berimplikasi pada loyalitas pelanggan. Hasil penelitian membuktikan hanya variabel trust yang cukup signifikan dalam membentuk komitmen dan loyalitas pelanggan, sedangkan faktor transaction cost tidak cukup signifikan dalam membentuk loyalitas dari pelanggan. Dari hasil yang diperoleh maka penelitian ini memberikan suatu pemahaman baru di dalam dunia jasa konstruksi bahwa meskipun faktor transaction cost selama ini dinilai memiliki peranan yang sangat penting dalam menciptakan loyalitas pelanggan namun ternyata hasilnya menyatakan sebaliknya, bahwa faktor transaction cost dinilai tidak signifikan dalam membentuk loyalitas pelanggan. Dalam penelitian ini menemukan bahwa trust lah yang memiliki peran yang signifikan dalam menciptakan loyalitas pelanggan.

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ABSTRAKRelationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty.;Relationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty.;Relationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty.;Relationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty.;Relationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty., Relationship marketing the construction services industry differs from mainstream applications common to the marketing world in general. In the construction industry, known with its use of the tender system prior to the cooperative project between corporate contractor and their customers, makes it interesting to see how relationship marketing in the construction service industry deals with the tender system in terms of measuring customer loyalty.In the initial hypothesis, it was expected that trust, cost and commitment variables would play a major role in producing customer satisfaction. The results of the research proved that trust variables significantly influenced customer commitment and loyalty, while transaction cost does not influence customer loyalty in significant terms. The findings of the research provides alternative understanding relevant to the construction service industry that although transaction cost is considered influential in creating customer loyalty, the reverse is true in the construction industry and that transaction costs did not significantly produced customer loyalty. The research concludes that trust instead played a significant role in shaping customer loyalty.]"

"ABSTRAKPopularitas internet berkembang dengan pesat. Cepat atau lambat konsumen akan menghadapi keputusan untuk memilih Internet Service Provider (ISP). Penelitian ini membangun konstruk dan menguji secara empiris sebuah model yang mengkaji antecedent atau pemicu loyalitas pelangggan terhadap ISP. Confirmatory Factor Analysis (CFA) dilakukan untuk memeriksa reliabilitas dan validitas dad model pengukuran. Adapun teknik structural equation modeling digunakan untuk mengevaluasi model struktural.Berdasarkan survei yang dilakukan di sekitar Kampus Universitas Indonesia, penelitian ini menunjukkan bahwa perceived value sangat penting untuk menciptakan overall customer satisfaction secara langsung, dan mempengaruhi commitment dan loyalty intentions terhadap ISP secara tidak langsung. Selain itu perceived trust terhadap ISP mempertajam overall satisfaction. Dasar untuk membangun perceived value adalah menciptakan kepuasan pelanggan terhadap atribut jasa (attribute service satisfaction). Temuan lain dari penelitian ini menunjukkan adanya peran mediasi commitment terhadap hubungan antara customer's overall satisfaction dengan loyalty intention terhadap ISP yang mereka gunakan.

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ABSTRAK

Internet popularity is growing at an impressive rate. Sooner or later, every consumer has to deal with the decision of choosing an Internet Service Provider (ISP). This study developed and empirically tested a model examining the antecedents of customer loyalty toward ISPs. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model, and the structural equation modeling techniques were used to evaluate the causal model.

Based on survey at University of Indonesia, this study showed that perceived value is considered in generating customer overall satisfaction directly, therefore perceived value would influence commitment and loyalty intention toward an ISP indirectly_ Similarly, perceived trust of an ISP would enhance overall satisfaction. In addition, the basis to develop perceived value is to create customer satisfaction toward attribute services_ Another finding, the study demonstrated that commitment serves as mediating variable between consumer's overall satisfaction and loyalty intentions towards their ISP."

"Tesis ini membahas tentang faktor-faktor yang mempengaruhi loyalitas di Industri suplier alat berat, di tengah persaingan industri suplier alat berat yang semakin ketat. Penelitian ini adalah penilitian kuantitatif dengan pengolahan data primer menggunakan metode SEM. Penelitian ini menggunakan PT Traktor Nusantara sebagai studi kasus. Hasil penelitian ini menjelaskan bahwa customer experience dan transaction cost terbukti berpengaruh terhadap loyalitas perusahaan pelanggan, dimana hal ini bermanfaat untuk pemilihan strategi PT Traktor Nusantara.Hasil uji hipotesis penelitian menjelaskan variabel antecedent yang dapat mempengaruhi loyalitas adalah customer experience, transaction cost, dengan mediasi trust. Kedua variabel tersebut juga penting dalam menciptakan relationship satisfaction.

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This thesis discusses the factors that influence supplier loyalty in the heavy equipment industry, amid heavy equipment supplier industry competition increasingly fierce. This research is a quantitative penilitian primary data processing using SEM. This study uses PT Traktor Nusantara as a case study. Results of this study explained that the customer experience and proven transaction costs affect the company's customer loyalty, where it is beneficial for the election strategy of PT Traktor Nusantara.

The result of the research hypothesis to explain the antecedent variables that can affect loyalty is customer experience, transaction costs, with the mediation of trust. Both of these variables are also important in creating a relationship satisfaction."

"Kemajuan teknologi yang begitu pesat mengubah cara individu melakukan aktivitas sehari-hari termasuk bagaimana kita melakukan transaksi. Maka, tidak heran jika saat ini orang-orang melakukan pembayaran menggunakan dompet digital. Namun, dengan semua potensi manfaat yang dapat diperoleh, ada juga risiko yang harus dihadapi terutama pada masalah privasi yang terkait saat menggunakan dompet digital. Penelitian ini bertujuan untuk menguji hubungan antara trade-off pengungkapan data pribadi dengan manfaat dan resiko yang dirasakan dan dampaknya kepada kepercayaan dan loyalitas pengguna dalam layanan E-Wallet. Penilitian ini dibuat berdasarkan kombinasi Privacy Calculus Theory dan Relational Mediator Meta-Analytic Framework untuk menggambarkan pengaruh trade-off pengungkapan data pribadi terhadap kepercayaan dan loyalitas. Sebanyak 914 responden diperoleh melalui metode purposive dan convenience sampling, kemudian dianalisis menggunakan PLS-SEM. Temuan penelitian memvalidasi bahwa manfaat yang dirasakan (perceived credibility, information interest, perceived control, perceived ease of use) memiliki hubungan positif dengan perceived value, sedangkan cost yang dirasakan (privacy concern, perceived vulnerability) memiliki hubungan negatif dengan nilai yang dirasakan. Selain itu, hasil penelitian menunjukkan bahwa perceived value memiliki dampak positif terhadap kepercayaan dan loyalitas pengguna serta variable kepercayaan memiliki peran mediasi antara perceived value dan loyalitas.

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The rapid advancement of technology changes the way individuals conduct activities on a daily basis including how we do transactions. It should come as no surprise that people nowadays mainly pays using digital wallets. In presence of all the potential benefits gained, there are also risks especially on privacy issues associated when using digital wallets. This study aims to examine the relationship between personal data disclosure’s trade-off with perceived benefits and cost as an antecedent, trust, and attitude loyalty in E-Wallet services. This research is build based on the combination of the Privacy Calculus Theory and the Relational Mediator Meta-Analytic Framework to describe the effect of personal data disclosure’s trade-off to trust and loyalty. A total of 914 respondents were obtained through purposive and convenience sampling method, then analysed using the PLS- SEM. The research findings validate that perceived benefits (perceived credibility, information interest, perceived control, perceived ease of use) have a positive relationship with perceived value, whereas perceived cost (privacy concern, perceived vulnerability) have a negative relationship with perceived value. The result further confirmed that perceived value positively influence trust and attitude loyalty as well as trust is a mediating role between the relationship of perceived value and attitude loyalty."

"Saat ini, iklim kompetisi merambah ke seluruh wilayah usaha atau bisnis apapun tidak terkecuali dunia telekomunikasi. Dunia telekomunikasi termasuk bidang yang mengalami pertumbuhan sangat cepat mengingat dunia ini adalah dunia teknologi yang perkembangannya tidak lagi dalam hitungan tahun tetapi bulan bahkan hitungan hari. Perusahaan baik jasa maupun barang senantiasa mengembangkan berbagai macam produk untuk mampu bersaing dan unggul dalam kompetisi. Dan setiap perusahaan pun mengerti bahwa tidak cukup hanya dengan mengembangkan produk untuk tetap unggul dalam persaingan, namun juga bagaimana menarik, melayani dan menjaga pelanggan yang sudah ada dengan memberikan kualitas layanan atau kualitas jasa yang memadai.Kualitas jasa sangat berpengaruh terhadap kepuasan pelanggan. Kepuasan pelanggan akan melahirkan loyalitas terhadap produk. Kualitas jasa mendorong pelanggan untuk komitmen kepada produk dan layanan suatu perusahaan Kualitas Jasa merupakan perbedaan antara persepsi dan ekspektasi. Kualitas jasa sangat krusial dalam mempertahankan pelanggan dalam waktu yang Lama. Dan terkadang Kualitas jasa didefinisikan sebagai perbandingan antara ekspektasi dengan persepsi pelanggan terhadap layanan yang disediakan (Parasuraman, Zeithmal, dan Berry, 1985).Ditengah kondisi persaingan usaha khususnya dunia telekomunikasi seperti saat ini, penulis melakukan penelitian mengenai pengaruh kualitas jasa terhadap kepuasan pelanggan dalam membangun loyalitas pelanggan. Penulis melihat penting bagi perusahaan untuk mengetahui faktor yang menyebabkan pelanggan yang menggunakan jasa layanan dan produk perusahaan merasakan kepuasan dan menyebabkannya loyal terhadap layanan dan produk kita. Penelitian ini dilakukan dengan mengambil produk dan layanan Multi Media Akses (MMA) PT Telkom sebagai penyelenggara jasa layanan dan produk telekomunikasi di Indonesia dengan menggunakan standar kualitas jasa rekomendasi ITU-T yag merupakan hasil dari penelitian yang pernah dilakukan sebelumnya.Hasil yang diperoleh semakin membuktikan beberapa pendapat sebelumnya yang mengatakan terdapat hubungan antara kualitas jasa dengan kepuasan pelanggan dan kepuasan pelanggan terhadap keinginan untuk membeli kembali. Sedangkan atribut Service Billing dan Value added Service dari hasil penelitian ini menjadi faktor kunci yang mempengaruhi pelanggan MMA untuk tetap berlangganan kepada PT Telkom."

"Sejak krisis ekonomi melanda Indonesia, tahun 1998, pandangan konsumen terhadap produk dan pemasaran sudah semakin kritis, khususnya pada produk telepon seluler. Persaingan yang ketat di antara produsen produk telepon seluler terutama dari beberapa retail yang digunakan, merupakan peluang bagi konsumen untuk memilih dan mendapatkan produk dengan harga yang lebih kompetitif. Namun, besamya pasar dan adanya perubahan paradigma dalam berkomunikasi membuat industri telepon seluler masih dianggap oleh beberapa perusahaan sebagai industri yang menguntungkan.Dewasa ini peranan citra perusahaan sebagai nilai tambah atas atribut produk sudah mulai digunakan oleh beberapa perusahaan. Karena mereka yakin bahwa konsumen tidak lagi hanya melihat suatu produk didasari kepada penampilan fisik, tetapi juga non fisik seperti citra perusahaan. Sebagian perusahaan juga menganggap bahwa citra perusahaan dapat menumbuhkan loyalitas perlanggan yang akan mendatangkan keuntungan jangka panjang.Tujuan dari penelitian ini adalah mengetahui pengaruh kepuasan pelanggan, persepsi kualitas produk, nilai yang dirasakan, kepercayaan, halangan beralih dan citra perusahaan terhadap loyalitas pelanggan. Selain itu untuk mengtahui pengaruh citra perusahaan terhadap loyalitas pelanggan.Penelitian ini menggunakan NonProbability Judgment Sampling atau Purposive Sampling teknik, P opulasi dari p enelitian ini a dalah responden pria dan wanita yang tinggal di wilayah Jakarta, berumur antara 15 sampai dengan 50 tahun, yang sedang menggunakan telepon seluler dari berbagai merek dan produk, seperti Alcatel, Mororola, Nokia, Phillips, Samsung, Siemens, Sony-Erickson dan merek lainnya, selama kurun waktu enam bulan terakhir.Pengolahan data untuk mencari hubungan varibel dalam kontrak digunakan analisis regresi berganda, sedangkan bila tidak terjadi hubungan seperti yang terjadi pana penelitian sebelumnya digunakan uji rata-rata (uji t) pada beberapa sample guna meilhat apakah apakah nilai pada sample tersebut tidak berbeda (identik) secara nyata.Dari hasil analisi regresi ditunjukkan bahwa secara signifikan kepuasan pelanggan berpengaruh lebih kuat terhadap nilai yang dirasakan dari pada persepsi kualitas produk, selain itu kepuasan pelanggan juga berpengaruh kuat terhadap citra perusahaan. Kepuasan pelanggan dan kepercayaan pelanggan secara signifikan berpengaruh terhadap loyalitas pelanggan, sedangkan persepsi kualitas produk, halangan beralih dan citra perusahaan tidak berpengaruh terhadap loyalitas pelanggan.Pada industri telepon seluler, konsumen umumnya masih melihat produk dari fisik produk dan lebih memilih mendapatkan produk dari toko ritel, Ini terlihat dan persepsi kualitas produk dan nilai yang dirasakan tidak berpengaruh terhadap citra perusahaan. Hal ini dikarenakan dalam mengkonsumsi produk, pelanggan kurang bisa mengevaluasi pengalamannya sehingga tidak dapat mengukur nilai yang dirasakan. Konsumen menilai bahwa produk telepon seluler dari beberapa merek sama saja dan memberikan nilai yang sama.

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Since economic crisis occurred in Indonesia in 1998, consumer view on product and marketing have become more critical, specially to cellular phones. Tight competition among cell-phone producers mainly from several retails they have used, is an opportunity for consumer to choose and obtain product with competitive prices. Huge market and the changing paradigm in communicate have made cell-phone industries still beneficial for some companies.Nowadays the role of company image as a value added of a product have been used by some companies. Because they believe that consumer is not only see a product base on physical appearance, but also non physical like company image. Some companies also think that company image will grow consumer loyalty which will bring future benefit.The objective of this research is to find out the influence of consumer satisfaction, product quality perception, perceive value, trust, switching barrier and company image to consumer loyalty.This research is using Nonprobability Judgment Sampling or Purposive Sampling technique. The population of this research are male and female respondents lived in Jakarta area, age between 15 to 50, whom they are now using cell-phones of vary brand like Alcatel, Motorola, Nokia, Philips, Samsung, Siemens, Sony-Erickson and other brands, for the last six months.The data processing to look for the relation of variable in contract is use for double regression analysis, and if there is no relation Iike in the previous research will use independent test (t test) on several samples to see if the value on the sample is not different (identical).From the regression analysis output will shown significantly that consumer satisfaction influence stronger to perceive value than product quality perception, besides consumer satisfaction also strongly influence to company image. Consumer satisfaction and trust is significantly influencing to consumer loyalty, as for product quality perception, switching barrier and company image has no influence to consumer loyalty.In cell-phone industries, consumers generally see a product from the physical appearance and they choose to have them from retail stores. It is shown from the product quality perception and perceive value which has no influence in company image. It is cause by the consumer, in consuming a product, can not sharply evaluate experiences so they can not measure the perceive value. Consumer think that cell-phone from any brand is just the same and giving them the same value."

"Perkembangan penduduk kota Jakarta saat ini yang semakin pesat, memicu meningkatnya kemacetan di jalan raya. Masyarakat menuntut transportasi yang memadai tetapi masih kurangnya transportasi yang disediakan Pemerintah menyebakan peran swasta pada jasa layanan transportasi semakin banyak dan semakin kompetitif. Berbagai usaha dan terobosan dilakukan untuk merebut pangsa pasar dan memberi kepuasan, kenyamanan dan keamanan dalam melayani kosumen yang pada akhirnya dapat meningkatkan loyalitas konsumen. Penelitian ini mencoba memperoleh faktor-faktor apa yang mempengaruhi loyalitas pelanggan taksi dengan menggunakan Model Persamaan Struktural yang selanjutnya dapat meningkatkan jumlah pelanggan. Model Persamaan Struktural/Structural Equation Modeling merupakan metode analisis multivariat yang dapat digunakan untuk menjelaskan keterkaitan antar variabel laten dan mengestimasi besarnya hubungan antar variabel tersebut secara simultan. Hasilpenelitian ini diharapkan dapat menjadi masukan bagi perusahaan untuk dapat meningkatkan pelayanan.

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The development population in Jakarta at full speed in the last time has triggered the increasing of traffic jam. The society demands the suitable transportations, but the lack of availability of transportations managed by the government caused parts of private entrepreneurs in the transportations sectors become most and more competitive. Many efforts and breakthrough carried out to grab the market and to give satisfactions, conveniences and safeties to the customers and at last in orders to increase their loyalty. This research is trying to get some kinds of factors that influencing the loyalty of taxi?s customers using Structural Equation Modeling, and furthermore could increase the amount of customers. Structural Equation Modeling (SEM) is an analysis of multivariate method that can be used for explaining the relationships among variables simultaneously. The result of this research would be an input to the company in order to increase the taxi?s services."

"ABSTRAKTesis ini membahas mengenai pengaruh moderasi variabel demografi terhadaphubungan orientasi pemasaran relasional dengan loyalitas pelanggan. Dalampenelitian ini digunakan construct orientasi pemasaran relasional sebagai suatubangunan multi dimensional yang terdiri atas 5 komponen perilaku yakni :Kepercayaan, Komitmen, Komunikasi, Keterikatan dan Kepuasan. Penelitiandilakukan di tahun 2012 dengan jumlah responden sebanyak 100 orang.Responden adalah para pelanggan dari CV. XYZ sebuah perusahaan jasa yangmenjadi agen penjualan mesin-mesin produksi untuk industri makanan terutamauntuk produk biskuit, usaha lain dari CV XYZ adalah pembuatan sparepartsmesin. Hasil penelitian menunjukkan bahwa variabel demografi jenis kelaminmemberikan efek moderasi terhadap hubungan orientasi pemasaran relasionaldengan loyalitas pelanggan. Terdapat pengaruh interaksi pada variabel kepuasandan loyalitas pelanggan. Sedangkan variabel pendidikan memberikan pengaruhmoderasi main effect pada variabel kepuasan dan loyalitas pelanggan. Hasilpenelitian bisa digunakan sebagai acuan perusahaan dalam mengambil strategipemasaran relasional dan juga sebagai acuan untuk penelitian selanjutnya.

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ABSTRACTThis thesis discusses moderating impact of demographic variables (gender andeducation) on marketing relationship orientation with customer loyalty. In thisresearch, relationship market ing orientation used construct as a multidimensionalstructure consisting of five components namely behavior: Trust,Commitment, Communication, Bonding and Satisfaction. The study aims to testmoderating impact of demographic variables (gender and education) on marketingrelationship orientation with customer loyalty. Research conducted in 2012 withthe number of respondents were 100 people. Respondents were customers of CV.XYZ which is a service company as a sales agent of production processmachineries for the food industry, especially for biscuit products, others businessof CV XYZ is manufacturing of spare parts machines. The results showed that thedemographic variables - gender has moderating effect on relationship marketingorientation with customer loyalty. There was an interaction effects on customersatisfaction and loyalty variable. While the education variable providingmoderation main effect on customer satisfaction and loyalty variable. The resultscan be used as a reference for company to evaluate relationship marketing strategyas well as a reference for future studies"

"Pertumbuhan minat investasi seperti perhiasan emas di Indonesia memberikan peluang yang baik bagi para pemilik usaha perhiasan emas, termasuk Usaha Menengah, Kecil, dan Mikro (UMKM). Seiring dengan hal tersebut, perkembangan zaman dan teknologi mengarahkan perubahan pola belanja masyarakat Indonesia menuju pembelanjaan online melalui e-commerce. Dengan meningkatnya daya saing, UMKM perlu membangun customer relationship management guna meningkatkan loyalitas pelanggan. Untuk itu, penelitian ini bertujuan untuk mengetahui perilaku pelanggan melalui segmentasi pelanggan dan merancang strategi pengembangan pelanggan UMKM Perhiasan Emas. Metode K-Means Clustering digunakan untuk mengelompokkan pelanggan menjadi beberapa klaster berdasarkan variabel Recency, Frequency, dan Monetary (RFM). Metode Customer Lifetime Value (CLV) dan Customer Value Matrix (CVM) juga digunakan untuk mengetahui karakteristik pelanggan pada setiap klaster. Setiap klaster akan dirancang strategi pengembangan dengan penentuan prioritas menggunakan Complex Proportional Assessment (COPRAS). Terdapat empat klaster pelanggan yang terbentuk dalam penelitian ini dengan delapan rekomendasi strategi peningkatan loyalitas pelanggan berdasarkan karakteristik masing-masing klaster yang terbentuk.

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The growing interest in investments such as gold jewelry in Indonesia provides good opportunities for gold jewelry business owners, including Medium, Small and Micro Enterprises(MSMEs). Along with this, the times and technology have directed changes in spending behavior of the Indonesian people towards online shopping through e-commerce. With increasing competitiveness, MSMEs need to develop customer relationship management to maintain and increase customer loyalty. For this reason, this study aims to determine customer behavior through customer segmentation and design customer development strategies for Indonesian Gold Jewerly MSMEs. The K-Means Clustering method is used to group customers into several clusters based on Recency, Frequency, and Monetary variables. Customer Lifetime Value(CLV) and Customer Value Matrix(CVM) methods are also used to determine the characteristics of customers in each cluster. Each cluster will be designed with a development strategy with prioritization using the Complex Proportional Assessment(COPRAS). In this study, there are four clusters with eight recommendation strategies to increase customer loyalty based on the characteristics of each cluster."

"Penelitian ini memaparkan bagaimana atribut-atribut customer value pada jasa layanan purna jual dalam membentuk loyalitas pelanggan. Peneliti menggunakan pendekatan penelitian kualitalif pada penelitian ini, dengan jenis penelitian deskriptif untuk mempelajari suatu fenomena yang sedang berlangsung, dimana didalamnya juga terdapat opini dan persepsi mengenai fenomena tersebut. Hasil penelitian diperoleh bahwa proses pembentukan loyalitas pelanggan melalui atribut-atribut customer value pada jasa layanan purna jual adalah dimulai ketika pelanggan menggunakan jasa Iayanan purna jual tersebut. Atribut-atribut nilai seperti atribut fungsional dan emosional yang diciptakan oleh jasa layanan purna jual membentuk value yang kemudian membuat pelanggan puas. Sementara harga bukanlah suatu masalah meski berbeda jauh dengan penetapan harga yang ditawarkan kompetitornya, dengan membandingkan kualitas dan pelayanan yang mereka terima.

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This research exposes how the attributes of customer value on the after-sales service can establish customer loyalty. This research uses a qualitative research method with a descriptive type of research, because the researcher want to learn about the process ofthe phenomenons, where there are also opinions and perceptions about these phenomenas. The results of this research show that customers will always looking for the benefit of the value of services they use. The customers consider that attributes of the value such as iimctional and emotional attributes, which is created by the after sales services, membentuk value that make them satisfied. For customers the price attribute is not a big problem event it has a big differ with the competitor w long as the quality of the services is satisfied."