Comparative study on consumers? purchasing decisions relative to the In-House membership card program of Matahari and Rimo Tunjungan Plaza Surabaya

Author : EFFENDI, YOLANDA

This writing will discuss the implementation of Customers Relationship Management into in-house membership card loyalty program managed by Matahari and Rimo, as two of the biggest retail outlets in Indonesia in the relationship to consumers? buying decision. The writer utilizes questionnaire and informal interviews as media of data gathering and find that between Matahari and Rimo in-house membership card holders share almost the same demographic profile, Matahari Club Card and Rimo Smart Card are one of deterrent factors influencing consumers? purchasing decision, and both of the in-house membership card program are perceived to be useful, attractive, and understandable. In conducting the compare and contrast analysis on results, the writer find: Matahari is less attractive than Rimo due to the budget allocation to be reimbursed to the customers is 1% compared to 15%, both Matahari and Rimo customers are considered to be loyal in their own ways of shopping and frequency of visiting, Rimo tends to be a more customer oriented organization compared than Matahari, and application fee brings advantages and disadvantages for Matahari and Rimo. To enhance the MCC and RSC program, the writer recommends both Matahari and Rimo in 3 areas: prerequisite of obtaining the card, recognition program, and communication.

Keyword : consumer purchasing decision, loyalty program

Sumber : http://repository.petra.ac.id/1662/