Pengaruh Startegi Customer retention PT. Coca-Cola Amatil Indonesia dalam Mempertahankan Konsumen Loyal Minuman Soda Coca Cola

Abstract

In the midst of hectic market share for carbonated beverages, soda beverage products of Coca Cola is the market leader with the highest market share . To maintain a market leader position PT. Coca-Cola Amatil Indonesia implementing the Customer Retention program in order to retain the loyal customers. Customer retention activities PT. Coca-Cola Amatil Indonesia are market activities, brand marketing and product satisfaction. The general objective of this study was to observed the effect of customer retention activities in maintaining loyal consumer of Coca-Cola soft drinks. Research data were analayzed using statistical method binary logistic regression. The results showed that the activities of customer retention influenced the customers in retaining the loyalty are brand marketing and satisfaction product, while market activities variable has no effect to maintaining a loyal consumer of Coca-Cola soft drinks.