THE IMPACT OF CUSTOMER LOYALTY PROGRAM TO CUSTOMER LOYALTY (STUDY OF GAUDI CLOTHING STORE MANADO)

Abstract

This research is to analyze the impact of loyalty program member card to customer loyalty in Gaudi clothing store Manado. Loyalty program is one of the important marketing strategic in industries nowadays to gain customer and to retain customer. Loyalty program member card contains of discount, point reward, special treatment and privilege are influencing the customer loyalty in this case Gaudi clothing store Manado card holder. This research is a quantitative research that associative with multiple linear regression analysis technique. The respondent of this research is Gaudi member that has Gaudi member card. Loyalty program member card which is Discount, point reward, special treatment and privilege have a significant influence to customer loyalty. It has proven that means there is significant relationship between the four independent variables with dependent variable. This research conclude that there is significant partial and simultaneous of Loyalty program (discount, point reward, special treatment and privilege) on customer loyalty. This study suggests to the store that member card is really important marketing strategic and personal approach to the customers about the stock info is really important to the loyalty of member card holder.

Keywords: loyalty program, privilege, customer loyalty.