STRATEGI PEMASARAN PERSONALIZED RECOMMENDATION DALAM MENINGKATKAN RETENSI PELANGGAN

Yeni Yeni (Universitas Muhammadiyah Pontianak)
Damaris Y. Koli (Universitas Kristen Artha Wacana)
Rudy Irwansyah (Universitas Muhammadiyah Asahan)
Alya Elita Sjioen (Universitas Kristen Artha Wacana)
Eva Desembrianita (Universitas Muhammadiyah Gresik)

JURNAL LENTERA BISNIS
Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025

The purpose of this study is to determine the effectiveness of personalized recommendation marketing strategies in increasing customer retention. This research approach collects data through literature studies, which involve reading literature from various sources including books, articles, journals, and reports using qualitative and deductive approaches. The findings in this study are that personalized recommendation marketing strategies have proven effective in increasing customer retention. By using email marketing, website personalization, mobile applications, e-commerce and marketplaces, and social media Ads, companies can build closer relationships with customers, increase loyalty, and extend the customer life cycle in the business ecosystem.