STRATEGI CUSTOMER RELATIONSHIP MARKETING PT ISUZU ASTRA MOTOR INDONESIA BAGI KOMUNITAS KUNCI (KUMPULAN PENCINTA TRUK ISUZU)

Abstract

Abstract: The purpose of this study is to determine how Customer Relationship Marketing strategy which is
applied by PT Isuzu Astra Motor Indonesia for Kunci (Kumpulan Pencinta Truk Isuzu) communities. The study
was conducted by using qualitative method with a case study process. The communication strategy is
implemented through several stages according to the concept of communication activities Anwar Arifin, namely:
determining audience, compose the message, set the method as well as selecting the use of media.
Based on the results of the study it was found that PT Isuzu Astra Motor Indonesia applied customer
relationship marketing for Kunci (Kumpulan Pencinta Truk Isuzu), namely through the approach of customer
service, digital channels, brand activation, and programs for customer retention as education programs “Pintar
Bersama Isuzu”, Customer Gathering Program, and other consumer programs. Customer relationship
marketing strategy PT Isuzu Astra Motor Indonesia has focused on maintaining long-term relationships with
forming Kunci (Kumpulan Pencinta Truk Isuzu) community.

Keywords: Communication Strategies, Customer Relationship Marketing, and Kunci (Kumpulan Pencinta Truk
Isuzu)