INTRODUCTION

A loyalty program is a rewards program offered by a company to customer who

frequently make purchases. A loyalty program may give a customer free merchandise,
rewards, coupons, or even advance released product. (HubSpot, 2015). The way brands
creates the loyalty for all of customer have each own characteristic. In order to make
customer have loyalty towards a brand or product is about customer satisfaction. Customer
satisfaction is an abstract concept and involves such factores as the quality of the product, the
quality of the services provided, the atmosphere of teh location where the product or service
is purchased, and the price of the product or service. Business often use customer satisfaction
surveys to gauge customer satisfaction. (Shawn Grimsley, 2017). Creating loyalty program is
amed to keep holding cutomer to always consume and have no getting bored of the product.
They will be loyal for companys product without choosing other product to be chosen.
Loyalty has three main aspect which are; Essential, Quality and Satisfaction.

We are bringing two brands that are well-know in the market. Rinso and Attack, are
detergent product that have high rate in Indonesia. The main brand we are taking is Rinso,
which is the first detergent product that established in Indonesia. But the fact is Rinso is the
brand that commonlly used in the United States, Britain, and Australia since 1918. In 1970,
after realizing the potential of this nation to position Unilever Indonesia as a base Rinso. It
proved a smart move because today Rinso inded is the number one leader in the market of
detergent in Indonesia. (Unilever Indonesia, 2017). While Attack is the same type of product
which is powder detergent, Launched in 1987, Attack was a concentrated detergent that was
one of the first environmentally friendly products in the field, setting a global standard
immediately by reducing the amount of resources used in packaging and the amount of
energy used in production and distribution. (KAO Japan, 2017). These two detergent had run
for more than 20 years and compete each other to get market attention.
Comparing two dsam product and different brand quite complicated, moreover it is
about the main product and its direct competitor. Still running for more than 20 years means
that this product has been successful to create customer loyalty. Knowing customer
satisfaction of those two brands could creats loyalty for each product. Creating loyalty, these
two brands have their own loyalty program and marketing strategy that can be compared.
There are proven strategies that is successful to create customer loyalty for its product and
brand. These strategies is a prove that its product has been successful conduct its strategy to
still running until now and create customer long-term loyalty. The program that has made and
conducted will determine the customer perceived value, which consist of total customer
benefit and total customer cost. Determinants pf Customer Perceived Value is a marketing
and branding related concept that points out that success of a product is largely based on
whether customers believe it can satisfy their needs (Chron, 2017).