The Implementation of Royal Rebel Loyalty Program in Improving Mad for Makeup Sales

Abstract

Mad For Makeup is one of the cosmetic local brands from Indonesia. Mad For Makeup utilizes loyalty programs as one of the strategies implemented for selling products. This program is called Royal Rebel Program and can be used to sell the products they own. This research was conducted to find out how the implementation of the loyalty program has affected product sales, the condition of product sales after the implementation of the loyalty program, as well as constraints and efforts in program implementation. This research was conducted with a descriptive qualitative method with data collection through interviews, literature studies, and documentation. The results showed that the implementation of the program was carried out by giving a commission reward of 10% to 15% to consumers who sold products in the program. After the implementation of product sales, sales have increased, but the expected revenue and profit targets have not been fully achieved. The obstacles faced are a poorly organized system, interface and features, which many consumers do not know, and a lack of promotion and socialization. The efforts made are to remind community members to study the program, promote and socialize, improve marketing strategies, and give free shipping promotions.