Integrasi Strategi Public Relations dan Dimensi Service Quality dalam Meningkatkan Loyalitas Konsumen

Abstract

This study aims to analyze the integration of public relations strategy and service quality dimensions in enhancing consumer loyalty in pesantren-based business units, as well as to identify the supporting and inhibiting factors in its implementation. A case study was conducted at Minhajut Thullab Corporate Center (MCC), a printing business unit owned by the Minhajut Thullab Islamic Boarding School Foundation in Banyuwangi, East Java. This research employed a qualitative approach with a case study method. Data were collected through in-depth interviews, participant observation, and documentation involving the manager, two employees, and one consumer as informants. Data analysis used the Miles and Huberman interactive model consisting of data reduction, data display, and conclusion drawing, with data validation through source and technique triangulation. The results showed that the public relations strategy at MCC was integrated with all five dimensions of service quality (tangibles, reliability, responsiveness, assurance, and empathy) through the utilization of WhatsApp media as the main communication tool and banners as offline promotional media. This integration contributed to increased consumer loyalty, reflected in the rise in the number of consumers from 88 people in 2018 to 1,247 people in 2022. Supporting factors for integration included equipment availability, consumer waiting areas, digital media, flexible pricing policies, and parking facilities. Inhibiting factors encompassed limited human resources, dependence on third parties, service complaints, bad debts, and service queues. This research contributes to the development of an integration model of public relations strategy and service quality in the context of pesantren-based business units, which remains underexplored in Islamic economics literature.