PERAN PROGRAM GASPOL DALAM MENINGKATKAN LOYALITAS KONSUMEN DI PT. ASTRA INTERNATIONAL TBK-HSO SUKABUMI

Abstract

The GASPOL (Guaranteed Service Plus Oil) program is the main after-sales service strategy implemented by PT Astra International Tbk-HSO Sukabumi to maintain the satisfaction and loyalty of Honda motorcycle consumers. This study aims to evaluate the effectiveness of the GASPOL program in increasing consumer loyalty after the end of the free service period, as well as to identify the geographical and operational factors that influence it. The research method used is descriptive qualitative with a case study approach through participatory observation, in-depth interviews with five consumer informants, and analysis of internal sales recapitulation data for the 2024-2025 period.