ANALYSIS OF STRATEGIES TO INCREASE CUSTOMER LOYALTY THROUGH SERVICE AT PT IMMORTAL COSMEDIKA INDONESIA CENTRAL

Strategy in general can be interpreted as an effort by individuals or groups to create a scheme to achieve the target target that they want to target. Meanwhile, customer loyalty is a concept that describes a customer's emotional and psychological attachment to a brand that is demonstrated through repeated purchases and recommendations to others. This study aims to analyze the service strategy implemented at PT Immortal Cosmedika Indonesia in increasing customer loyalty. As a company engaged in the cosmetics sector that focuses on providing products for doctors, service strategy is the key to maintaining and expanding market share. The method used in this study is a qualitative – descriptive method through interviews and analysis of internal documents. The data used in this study is based on 2024 data. The research was conducted at PT Immortal Cosmedika Indonesia located in Depok. The results of the study show that service personalization, response speed, staff training and technology application are the main elements that support increasing customer loyalty at PT Immortal Cosmedika Indonesia.