Analisis Community Marketing dan Edukasi Pelanggan terhadap Citra Merek Serta Dampaknya terhadap Loyalitas Pelanggan - Triyantoro, Harun (2015)
Indikator kunci dari variabel community marketing adalah responsiveness, interaction dan activity, sedangkan variabel edukasi pelanggan mencakup komitmen perusahaan dan channel/source yang digunakan untuk menyampaikan pembelajaran. Citra merek yang baik dan loyalitas pelanggan dipengaruhi oleh community marketing dan edukasi pelanggan tersebut. Metode yang digunakan dalam penelitian ini adalah deskriptif verifikatif dengan populasi sasaran anggota komunitas Indipreneur yang berjumlah 180.366 dengan sampel 212 orang. Pengaruh community marketing dan edukasi pelanggan terhadap citra merek dan dampaknya terhadap loyalitas pelanggan dikuru dengan menggunakan analisis jalur. Upaya mempertahankan citra merek dan loyalitas pelanggan adalah upaya strategis yang lebih efektif daripada mencari pelanggan baru. Community marketing sangat efektif jika layanan yang ditawarkan sesuai dengan kebutuhan masing-masing komunitas. Telkom memberikan edukasi kepada pelanggan bagaimana memanfaatkan internet secara aman dan sehat, serta menggunakan internet untuk menjalankan aktivitas usaha secara online. Promosi melalui komunitas dan edukasi sebagai bagian dari komunikasi merek terhadap pelanggan, merupakan sarana untuk memberikan informasi kepada pelanggan sehingga merek mempunyai reputasi yang baik, konsisten, dan terjaga kualitasnya Hasil penelitian menunjukkan bahwa community marketing dan edukasi pelanggan berpengaruh terhadap citra merek serta berpengaruh juga terhadap loyalitas pelanggan Speedy. Rekomendasi diberikan untuk meningkatkan beberapa hal terkait community marketing dan edukasi pelanggan sehingga citra merek semakin baik dan loyalitas pelanggan semakin tinggi. "Analysis of Community Marketing and Customer Education on Brand Image and Impact on Customer Loyalty (Survey of Speedy Subscribers members of Indipreneur Community PT Telekomunikasi Indonesia, Tbk)" under the guidance of Prof. Dr H. Agus Rahayu, M.P. and Dr. Vanessa Gaffar, SE.Ak, MBA. Key indicators of community marketing variable are responsiveness, interaction and activity, while the customer education variable include commitment and channel / source that is used to educate customers. Brand image and customer loyalty is influenced by community marketing and the customer education. The method used in this research is descriptive verification with target population Indipreneur community members as many as 180.366 with 212 samples. To measure the effect of community marketing and customer education on the brand image and its impact on customer loyalty used path analysis. Maintaining brand image and customer loyalty is a strategic effort more effective than finding new customers. Community marketing is very effective if the service is offered in accordance with the needs of each community. Telkom educate customers how to use the Internet safely and healthy, as well as using the Internet to carry out online business activities. Promotion through community and education as part of brand communications to customers, is meant to provide information to customers so that the brand has a good reputation, consistent, and qualified. The results showed that community marketing and customer education affect the brand image and customer loyalty. Recommendations are given to improve things related to community marketing and customer education so Speedy service has the better brand image and higher customer loyalty