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Effectiveness of Loyalty Programs on Customer Retention in Cement Industry at PT Semen Tonasa

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

Listed:
  • Jurjani

    (Hasanuddin University)

  • Abd. Rahman Kadir

    (Hasanuddin University)

  • Sobarsyah

    (Hasanuddin University)

Abstract

Study This aiming for knowing: 1) the effectiveness of the loyalty program customer in increase retention customers in the cement industry at PT. Semen Tonasa; 2) factors certain things that affect effectiveness of loyalty programs customer in increase retention customers in the cement industry at PT. Semen Tonasa. Research This use type study qualitative with approach descriptive analytical. Object in study This is PT. Semen Tonasa, while subject in study This taken from PT. Semen Tonasa environment with using purposive sampling technique. The data collection technique used in study this, among other interviews, observations, questionnaires, and documentation. Data organization and analysis techniques in study This done with three stages, including data condensation, data presentation, and drawing conclusions. Research results This show that Membership Program Member Card PT. Semen Tonasa effective in increase retention customers. This program offer profit like discount, access exclusive, and services strengthening priorities loyalty customers. In addition, this program support innovation product, efficiency operational, and digital transformation. For optimal results, PT. Semen Tonasa need Keep going customize this program with market and regulatory changes, in order to give sustainable benefits.

Suggested Citation

  • Jurjani & Abd. Rahman Kadir & Sobarsyah, 2025. "Effectiveness of Loyalty Programs on Customer Retention in Cement Industry at PT Semen Tonasa," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 2243-2254, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_179
    DOI: 10.2991/978-94-6463-758-8_179
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