EVALUASI EFEKTIVITAS PROGRAM LOYALTI PELANGGAN DALAM MENINGKATKAN RETENSI PELANGGAN DI INDUSTRI SEMEN PADA PT. SEMEN TONASA = EVALUATION OF THE EFFECTIVENESS OF CUSTOMER LOYALTY PROGRAM IN IMPROVING CUSTOMER RETENTION IN THE CEMENT INDUSTRY AT PT. SEMEN TONASA

The implementation of Customer Loyalty Program in the cement industry has a positive impact on supply chain management and increased operational efficiency. By having a stable customer base, companies can more easily plan production, manage inventory, and optimize distribution. This allows companies to respond to changes in market demand more quickly and accurately, avoiding overstock or shortages that can harm the company's reputation. This study aims to determine: 1) the effectiveness of customer loyalty programs in increasing customer retention in the cement industry at PT. Semen Tonasa; 2) the aspects that most influence the effectiveness of customer loyalty programs in increasing customer retention in the cement industry at PT. Semen Tonasa. This study uses a quantitative research type with an analytical descriptive approach. The population and sample in this study came from customers of PT. Semen Tonasa with a sample size of 100 respondents determined using the Slovin formula. The data collection method in this study was carried out using questionnaires, observation, and documentation. Data analysis in this study was carried out using descriptive statistical analysis, multiple linear regression analysis, and coefficient of determination to determine the effectiveness of the customer loyalty program at PT. Semen Tonasa. The results of this study indicate that: 1) The customer loyalty program of PT. Semen Tonasa has proven effective in increasing customer retention by achieving effective scores on the reward-based bonds and social bonds indicators. However, the aspects of customization bonds and structural bonds still need to be improved to achieve more optimal customer retention; 2) The customer loyalty program of PT. Semen Tonasa has a significant influence on customer retention, with a coefficient of determination (R Square) of 0.937, indicating that the loyalty program explains 93.7% of the variation in customer retention. The most influential factor is structural bonds, followed by customization bonds, indicating the importance of service quality and product adjustment to customer needs.

Keyword : Effectiveness, loyalty program, customer retention