Pengaruh Maintenance Reminder Appointment terhadap Retensi Pelanggan Layanan Servis di Auto2000 Pasteur

Annisa Leni Amalia; Abdul Malik Sayuti; Restu Alam Paripurnawaty

doi:10.55606/jimek.v6i2.12363

Authors

Annisa Leni Amalia Politeknik Negeri Bandung
Abdul Malik Sayuti Politeknik Negeri Bandung
Restu Alam Paripurnawaty Politeknik Negeri Bandung

DOI:

https://doi.org/10.55606/jimek.v6i2.12363

Keywords:

After Sales Service, Communication Strategy, Customer Relationship Management, Customer Retention, Maintenance Reminder Appointment

Abstract

The automotive industry is currently challenged to maintain long-term relationships with customers by implementing effective after-sales service strategies that are oriented toward customer satisfaction. One of the most widely implemented strategies is the Maintenance Reminder Appointment, a periodic vehicle maintenance reminder system designed to encourage customers to have their vehicles serviced according to the manufacturer's recommendations. Auto2000 Pasteur has implemented this strategy to increase customer return visits while strengthening customer retention in its service operations. However, the rate of customer repeat visits still requires optimization to support business sustainability and maintain the company's competitiveness amid the increasingly competitive automotive industry. This study aims to analyze the effect of Maintenance Reminder Appointment on customer retention in the service department of Auto2000 Pasteur. The research data were collected from 352 respondents selected using a purposive sampling technique. This study employed a quantitative descriptive approach, and the data were analyzed using descriptive analysis and the Spearman Rank correlation test. The results indicate that Maintenance Reminder Appointment has a significant effect on customer retention, contributing 61.2%.

References

Ade Ayu Yulia, S. L. (2025). Pengaruh servicescape, harga, word of mouth, dan citra merek terhadap kepuasan konsumen pada Toko National Elektronik Rantauprapat. JIMK: Jurnal Ilmu Manajemen dan Kewirausahaan.

Al-Fitri, S. Z. (2025). Strategi pengembangan komunikasi digital dalam meningkatkan retensi pelanggan melalui program customer relationship management (CRM). Liwaul Dakwah: Jurnal Kajian Dakwah dan Masyarakat Islam, 15(2). https://doi.org/10.47766/liwauldakwah.v15i2.6845

Alruwaili, M., Y. M., & Ali, D. M. (2024). The determinants of customer retention: A systematic literature review. International Journal of Environmental Sciences, 10(4). https://www.theaspd.com/ijes.php

Annisyah Lubis, L. A., Suryani, W., & Rafiki, A. (2025). The influence of maintenance reminder appointment and customer satisfaction on customer retention with after-sales service productivity as an intervening variable at Auto2000 SM Raja Medan. Amkop Management Accounting Review (AMAR), 5(2), 1429–1441. https://doi.org/10.37531/amar.v5i2.2946

Artha, B., Zahara, I., Bahri, & Permata Sari, N. (2022). Customer retention: A literature review. Social Science Studies, 2(1), 30–45. https://doi.org/10.47153/sss21.2952022

Astuti, J. W. T., & Mubadillah, R. (2024). Identifikasi perilaku konsumen dalam meningkatkan strategi pemasaran pendidikan di era modern. Jurnal Ekonomi & Manajemen Bisnis. https://ejournal.unu.ac.id/index.php/jimbis

Ghozali, I. (2021). Aplikasi analisis multivariete dengan program IBM SPSS 23 (8th ed.). Badan Penerbit Universitas Diponegoro.

Haryadi, D., Haerofiatna, H., & Alfarizi, A. W. (2022). The role of after-sales service on customer loyalty mediated by customer satisfaction. ECo-Buss, 5(2), 583–592. https://doi.org/10.32877/eb.v5i2.511

Istiqomah, N. H., Magfiroh, S., & Habibana, Z. N. (2024). Memahami perilaku konsumen: Tinjauan aspek psikologis dalam keputusan pembelian dan strategi pemasaran. Jurnal Riset Hukum, Ekonomi Islam, Ekonomi, Manajemen, dan Akuntansi. https://doi.org/10.61393/heiema.v3i2.227

Mahiri, E. A., Kurnadi, E., & Rahmayani, M. W. (2025). Peran pelayanan purna jual untuk mempertahankan pelanggan di era digital. Jurnal Bisnis Kompetitif, 4(2), 93–100. https://doi.org/10.35446/bisniskompetif.v4i2.2235

Mashuri, A. (2022). Buku ajar statistika nonparametrik. Inara Publisher.

Rofi'i, M., Handayani, S., & Prasetyo, A. (2023). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan pada perusahaan jasa. Jurnal Manajemen dan Bisnis, 10(2), 145–156.

Safitri, I., & Sukaris. (2024). Customer relationship management through maintenance reminder appointment at Auto2000 Manyar Workshop. Hope Economic Journal (MEGA), 1(1).

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.

Suakan, B. (2025). Analisis faktor-faktor penentu loyalitas konsumen berdasarkan customer loyalty theory: Studi pada pengguna Shopee di Pontianak. Jurnal Riset Manajemen dan Akuntansi, 5(2), 667–685. https://doi.org/10.55606/jurima.v5i2.5454

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Suryana, P. (2022). E-mail marketing strategy in increasing customer retention in e-commerce. Jurnal Ekonomi, 11(3). http://ejournal.seaninstitute.or.id/index.php/Ekonomi

Wahyuni, N. K. S. Y., & Ekawati, N. W. (2018). Peran kepuasan pelanggan dalam memediasi kualitas layanan terhadap word of mouth. E-Jurnal Manajemen Universitas Udayana, 7(5), 2823. https://doi.org/10.24843/EJMUNUD.2018.v07.i05.p20

Wijaya, H. D. (2023). Strategi customer-centric dalam marketing: Dampaknya pada loyalitas dan retensi pelanggan. Jurnal Manajemen dan Bisnis Ekonomi, 1(1), 267–279. https://doi.org/10.54066/jmbe-itb.v3i1.2799

Yusup, F. (2018). Uji validitas dan reliabilitas instrumen penelitian kuantitatif. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1), 17–23. https://doi.org/10.18592/tarbiyah.v7i1.2100