Strategi Komunikasi PT. Karya Cita Gemilang (Touch Points) Sebagai Upaya Mempertahankan Loyalitas Pelanggan

Abstract

PT. Karya Cita Gemilang (Touch Points) is a company engaged in event organizer services (EO) that require customers (clients) for the survival of the company. Therefore, PT. Karya Cita Gemilang (Touch Points) is keen to perform a communication strategy as an effort to maintain customer loyalty so that customers will want to keep their services. Research titled "Communication Strategy of PT. Cita Gemilang (Touch Points) As an Effort to Maintain Customer Loyalty aims to describe the communication strategy undertaken as an effort to maintain customer loyalty. This research uses qualitative descriptive type, with research subject that is business director, activation director, company employee, and loyal customer of PT. Cita Gemilang (Touch Points). From the results of research conducted can be seen that PT. Karya Cita Gemilang (Touch Points) in implementing his communication strategy is in accordance with the existing theoretical stages. Communication strategy is done by maintaining the company's credibility to maintain existing customer loyalty (Profile Strategy). Strategy is done by 3 stages, that is strategy formulation with brainstorming and also discussion which is done during internal meeting of company, implementation of strategy by implementing program to maintain customer loyalty, that is self approach, loyalty program, personalize marketing and lastly create institutional ties. As well as the last stage of strategy evaluation by comparing the existing results with targets to be achieved after the completion of the project event conducted at the annual meeting conducted by the company.