STRATEGI PUBLIC RELATION ABC FITNESS SEBAGAI CUSTOMER SERVICE OFFICER DALAM MENINGKATKAN LOYALITAS ANGGOTA MELALUI PROGRAM SIGNATURE CLASS

Abstract

The aims of this study is to determine the ABC fitness’ Public Relations strategy as a customer service officer in increasing member loyalty through the Signature Class program. It uses a qualitative method using the theory of Public Relations strategy proposed by Ronald D. Smith. The techniques in collecting data used are data reduction, data presentation, and drawing conclusions. The results obtained are the steps taken by ABC Fitness is to recognize the situation, the organization, and the public. Then another step is to create the main goals, namely: 1) improving the image, 2) maintaining the loyalty of old members, 3) attracting more new members, 4) establishing better communication with the public, 5) The Signature Class program implemented must further promoted in various ways and packaged as attractively as possible so that old anggotas will remain loyal to ABC Fitness.