Strategi Customer Relations BMW Eurokars sebagai Luxury Automotive dalam Membangun Eksklusivitas dan Mempertahankan Loyal Customer

Abstract

Industri luxury automotive tidak hanya menekankan kualitas produk, tetapi juga pengalaman pelayanan dan hubungan emosional dengan pelanggan sebagai bagian dari pembentukan citra merek premium. BMW Eurokars sebagai dealer resmi BMW di Indonesia membangun eksklusivitas melalui strategi customer relations yang berorientasi pada pelayanan personal, komunikasi berkelanjutan, serta pengalaman pelanggan yang premium. Penelitian ini bertujuan untuk mengetahui bentuk eksklusivitas yang dibangun oleh BMW Eurokars serta strategi customer relations dalam mempertahankan loyal customer. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dokumentasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa eksklusivitas dibangun melalui berbagai bentuk pelayanan premium seperti private event, fast lane service, personalized gift, komunikasi personal, serta fasilitas customer lounge yang dirancang untuk memberikan kenyamanan dan perlakuan istimewa bagi pelanggan. Strategi customer relations dilakukan melalui komunikasi dua arah yang konsisten, pelayanan aftersales yang responsif, serta pendekatan relasional yang berfokus pada kebutuhan dan kenyamanan customer. Bentuk pelayanan tersebut mampu menciptakan emotional attachment, meningkatkan rasa dihargai, serta memperkuat loyalitas pelanggan terhadap BMW Eurokars. Penelitian ini menunjukkan bahwa eksklusivitas dan kualitas hubungan menjadi faktor penting dalam mempertahankan loyal customer pada industri luxuryautomotive.

The luxury automotive industry emphasizes not only product quality, but also service experience and emotional relationships with customers as part of building a premium brand image. BMW Eurokars, as an official BMW dealer in Indonesia, builds exclusivity through customer relations strategies oriented toward personalized service, continuous communication, and premium customer experiences. This study aims to identify the forms of exclusivity developed by BMW Eurokars and the customer relations strategies usedto maintain loyal customers. The study employed a descriptive qualitative approach with data collection techniques consisting of in-depth interviews, observation, documentation, and literature review. The results show that exclusivity is built through various premium services such as private events, fast lane service, personalized gifts, personal communication, and customer lounge facilities designed to provide comfort and special treatment for customers. Customer relations strategies are implemented through consistent two-way communication, responsive aftersales services, and a relational approach focused on customer needs and comfort. These forms of service are able to create emotional attachment, increase customers’ sense of appreciation, and strengthen customer loyalty toward BMW Eurokars. This study indicates that exclusivity and relationship quality are important factors in maintaining loyal customers in the luxury automotive industry.