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"Customer saat ini memiliki pengetahuan, power, dan pengaruh yang luar biasa sehingga tidak berlebihan jika perusahaan harus selalu menjadikan customer sebagai pusat dari bisnis yang dijalankan. Maka, kegiatan yang melibatkan customer sangat penting dalam upaya menjalin hubungan yang lebih baik antara perusahaan dengan customer-nya. Penelitian ini bertujuan untuk menjelaskan bagaimana pengaruh customer engagement terhadap customer relationship pada member program Love Your Body dari The Body Shop. Kemudian juga melihat dimensi customer engagement apa yang paling mempengaruhi pembentukan customer relationship. Penelitian ini menggunakan metode pendekatan kuantitatif dengan paradigma positifis. Yang menjadi populasi penelitian adalah customer The Body Shop. Kemudian dengan menggunakan teknik purposive dan snowball, penelitian ini memiliki 100 orang member dari program Love Your Body - The Body Shop sebagai sampel. Teknik pengumpulan data menggunakan teknik survei dengan kuesioner. Hasil penelitian ini menunjukkan bahwa customer engagement mempengaruhi customer relationship, tetapi terdapat juga pengaruh dari variabel lain yang tidak diteliti dalam penelitian ini sehingga terlihat bahwa konsep customer engagement yang berasal dari Barat perlu penyesuaian di Indonesia. Dimensi dedication dan interaction menjadi dimensi yang berpengaruh terhadap customer relationship dimana dimensi dedication memberikan pengaruh paling kuat. Sedangkan dimensi absorption dan vigor terbukti tidak berpengaruh terhadap pembentukan customer relationship. Penelitian ini merekomendasikan agar The Body Shop menciptakan penyebaran informasi yang lebih personal dan membangun program event yang lebih interaktif untuk memotivasi keikutsertaan para member.

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Customers now have such a great knowledge, power, and influence, so that a company should make their customers as the center of business. Thus, engagement activity to customers is important to build better relationship with them. This study aimed to examine the effect of customer engagement to customer relationship to the members of Love Your Body program from The Body Shop and also explains which independent variable have the most effect to the dependent variable. This study used a quantitative approach with positivism paradigm. Using survey with purposive sampling and snowball sampling method, this study had 100 members of Love Your Body program as the sample. Techniques of data collection used survey techniques by distributing questionnaires.

The results of this study indicate that the relationship affects customer engagement, but there are effects of other variables not examined in this study which show a need of adjustment to customer engagement concept in Indonesia. Dedication and interaction are two dimensions that significantly affect the relationship variable. While the dimensions of absorption and vigor shown to have no effect on the formation of customer relationship. The dimension of dedication has the most effect to the customer relationship variable. This study recommends that The Body Shop should create more personalized information to their members and build a more interactive event program to motivate the participation of the members."

"Menciptakan customer loyalty merupakan cara efektif untuk menjaga profitabilitas perusahaan. Salah satu usaha untuk menciptakan customer loyalty adalah dengan mengadakan loyalty program. Loyalty program sendiri merupakan salah satu implementasi dari relationship marketing. Tujuan penelitian ini adalah menganalisis bagaimana praktek relationship marketing yang dilakukan oleh The Body Shop lewat loyalty program ldquo;Love Your Body Club rdquo; dapat mempengaruhi customer loyalty. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan kuisioner yang disebarkan kepada 100 orang member The Body Shop di Jakarta dan dianalisis menggunakan analisis linear sederhana. Hasil dari penelitian ini menunjukan bahwa relationship marketing memiliki pengaruh yang signifikan terhadap loyalitas member The Body Shop di Jakarta.

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Creating customer loyalty is the effective way to save profitability of a company. One of the ways to achieve customer loyalty is creating loyalty program. Loyalty program is one of the implementation in relationship marketing. The objective of this research is to analyze how relationship marketing practice conducted by The Body Shop through loyalty program ldquo Love Your Body Club rdquo could affect customer loyalty. This quantitative research was accomplished by collecting questionnaires from 100 members of The Body Shop in Jakarta and analyzed with linear regression. The result of this research indicated that relationship marketing had a significant influence to customer loyalty of The Body Shop members in Jakarta."

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