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

Amanda Putri Fakhrana; Burhanuddin Burhanuddin; Al-May Abyan Izzy Burhani

doi:10.55606/jcsr-politama.v4i2.6208

Authors

Amanda Putri Fakhrana Institut Pertanian Bogor
Burhanuddin Burhanuddin Institut Pertanian Bogor
Al-May Abyan Izzy Burhani Institut Pertanian Bogor

DOI:

https://doi.org/10.55606/jcsr-politama.v4i2.6208

Keywords:

Automotive, Customer Relations, Exclusivity, Loyalty, Luxury Brand

Abstract

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 used to 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.

Downloads

Download data is not yet available.

References

Bain & Company. (2023). Retaining customers is the real challenge. https://www.bain.com/insights/retaining-customers-is-the-real-challenge/

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205

Briliana, V. (2013). Pengaruh special treatment benefits terhadap loyalitas pelanggan. Jurnal Bisnis dan Akuntansi, 15(2), 121–130.

Griffin, J. (2018). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.

Hidayat, A., & Kurniawati, D. (2019). Pengaruh komunikasi dua arah terhadap trust dan commitment pelanggan. Jurnal Komunikasi Bisnis, 11(1), 45–56.

Lestari, D. (2019). Exclusive experience dalam industri luxury brand. Jurnal Ilmu Manajemen, 9(1), 33–42.

McKinsey & Company. (2023). Shifting gears: What buyers are saying about the luxury car experience. https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/shifting-gears-what-buyers-are-saying-about-the-luxury-car-experience

Monikka, A. (2020). Strategi komunikasi dua arah dalam customer relations. Jurnal Komunikasi dan Media, 4(2), 101–109.

Morissan. (2020). Public relations: Strategi menjadi humas profesional. Kencana.

Morissan. (2021). Teori komunikasi organisasi. Kencana.

Namira, S. (2019). Segmentasi selektif pada luxury brand marketing. Jurnal Pemasaran Modern, 6(2), 90–101.

Pamungkas, P. A., & Guridno, E. (2022). Pengaruh citra merek, kualitas produk, dan gaya hidup terhadap loyalitas pengguna motor Vespa di Jakarta Selatan. Oikonomia: Jurnal Manajemen, 15(1), 1–14.

Pradana, M. (2020). Limited access sebagai strategi eksklusivitas merek premium. Jurnal Manajemen dan Bisnis, 8(1), 77–86.

Prasetyo, A. (2021). Loyalitas perilaku konsumen pada industri otomotif. Jurnal Riset Pemasaran, 5(2), 65–74.

Prasetyo, B., & Nurhayati, S. (2018). Relationship quality dan customer experience dalam membangun loyalitas pelanggan. Jurnal Administrasi Bisnis, 7(3), 112–120.

Punati, R. (2017). Uniqueness value pada luxury product branding. Journal of Marketing Strategy, 3(1), 41–50.

Purnawan, E. D., & Suryoko, S. (2017). Pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian mobil merek Chevrolet Captiva. Jurnal Ilmu Administrasi Bisnis, 6(4), 113–123.

Putri, N. (2019). Eksklusivitas sebagai strategi branding pada merek premium. Jurnal Ilmu Komunikasi, 10(1), 58–67.

Rahman, F. (2010). Psikologi eksklusivitas dalam perilaku konsumen. Jurnal Psikologi Konsumen, 2(1), 11–19.

Rahmawati, A. F., Farida, N., & Ngatno. (2023). Pengaruh brand prestige dan perceived quality terhadap purchase intention melalui brand attitude. Jurnal Ilmu Administrasi Bisnis, 12(1), 131–139.

Rahmawati, D. (2018). Prestise dan status sosial dalam konsumsi luxury brand. Jurnal Sosial dan Humaniora, 5(2), 73–82.

Rangkuti, F. (2023). Customer service satisfaction & call center. Gramedia Pustaka Utama.

Rudianti, E. (2024). Strategi customer relations dalam membangun hubungan pelanggan jangka panjang. Jurnal Komunikasi Korporat, 3(1), 12–24.

Ruslan, R. (2024). Manajemen public relations dan media komunikasi. Rajagrafindo Persada.

Saputra, H. (2024). Loyalitas pelanggan pada industri premium. Jurnal Manajemen Kontemporer, 12(1), 34–45.

Sari, D. (2022). Eksklusivitas layanan dan emotional attachment pelanggan luxury brand. Jurnal Ilmu Komunikasi, 14(2), 120–129.

Sari, N. (2025). Complaint handling dan kepercayaan pelanggan. Jurnal Customer Relations Indonesia, 2(1), 55–66.

Seminari, P. (2023). Kualitas pelayanan dan loyalitas customer pada industri premium. Jurnal Administrasi Bisnis, 15(1), 90–101.

Septiani, L., & Nurhadi, M. (2020). Personalized promotion sebagai strategi relationship marketing. Jurnal Bisnis dan Pemasaran, 9(2), 88–97.

Suhasto, B. (2018). Kedekatan emosional dan loyalitas pelanggan pada industri jasa. Jurnal Ekonomi dan Bisnis Indonesia, 13(2), 44–53.

Triwahyuni, E., & Zuhroh, S. (2020). Pengaruh experiential marketing terhadap loyalitas pelanggan. Jurnal Manajemen dan Bisnis, 17(2), 150–161.

Tyo, R. (2024). Service excellence dalam mempertahankan loyalitas pelanggan. Jurnal Hospitality dan Komunikasi Bisnis, 5(1), 66–75.

Wahyuni, S. (2018). Loyalitas pelanggan dan keterikatan psikologis terhadap merek. Jurnal Perilaku Konsumen, 4(1), 21–30.

Wardhana, A. (2016). Community marketing dalam membangun brand loyalty industri otomotif. Jurnal Manajemen Pemasaran, 10(2), 99–108.

Widyatama, R., Nugroho, A., & Prasetya, H. (2020). Brand community commitment pada komunitas otomotif premium. Jurnal Manajemen dan Organisasi, 11(3), 201–214.