CARA HARLEY DAVIDSON MENCIPTAKAN KEPUASAN DAN LOYALITAS PELANGGAN - Aulia, Antika; Riofita, Hendra (Cahaya Ilmu Bangsa, 2024)
Konsep pemasaran dan manajemen pemasaran serta strategi yang diterapkan oleh Harley Davidson dalam membuat kepuasan dan loyalitas pelanggan . Pemasaran diartikan proses sosial yang melibatkan pertukaran nilai antara produsen dan konsumen. Harley Davidson berhasil meningkatkan kepuasan melalui pengalaman penghargaan bagi pelanggan setia, dengan kata lain komunitas merek serta berfungsi untuk membangun loyalitas melalui interaksi dan dukungan berkelanjutan Marketing concepts and marketing management as well as strategies applied by Harley Davidson in measuring customer satisfaction and loyalty. Marketing is defined as a social process that involves the exchange of value between producers and consumers. Harley Davidson has succeeded in increasing customer satisfaction through consistent experiences, value explanations, incentives and rewards for loyal customers. In other words, brand communities, such as Harley Davifson as owner group (HOG), function to build loyalty through interaction and ongoing support.