Marketing Public Relations Strategies for Building Customer Loyalty in the Pharmaceutical Industry

This study analyzes the Marketing Public Relations (MPR) strategy implemented by PT Global Inovatif Indonesia to build pharmaceutical customer loyalty, and identifies the challenges faced in its implementation. The main concepts applied include Public Relations, Marketing Public Relations, and Customer Loyalty. A qualitative approach with a case study method was employed, with data collected through in-depth interviews, observation, documentation, and literature review. Informants consisted of the Leader Project, the Operational Manager, and a company customer. Data were analyzed using open coding, axial coding, and selective coding, referring to the interactive model of Miles and Huberman, while data validity was ensured through credibility, transferability, dependability, and confirmability tests. The results show that PT Global Inovatif Indonesia implements its MPR strategy based on Thomas L. Harris's Three Ways Strategy, comprising Push Strategy, Pull Strategy, and Pass Strategy, carried out through promotion, digital communication, product knowledge delivery, responsive service, and customer relationship building. These strategies contribute to customer loyalty, reflected in repeat purchases, trust, satisfaction, commitment, and recommendations. The study also identifies key challenges, namely price competition, distribution constraints, the absence of a dedicated Public Relations division, and the effort to sustain long-term customer relationships. These findings confirm that an integrated MPR strategy plays a significant role in strengthening customer loyalty within the pharmacy distribution industry.