Strategi Marketing Public Relations dalam Mempertahankan Loyalitas Pelanggan PT. Bakrie Telecom, Tbk (Implementasi Event Mudik Gratis Esia Tahun 2014 Bagi Pelanggan Esia)

In this research the author wants to describe the strategy of marketing public relations that to be conducted by the division Esia, that is Customer Lifecycle Management, PT Bakrie Telecom, Tbk that make special event, Mudik Gratis Esia 2014 for customers in maintaining customer loyalty. MPR strategy itself is an important component of science communication to be designed as a form of buying interest in achieving customer satisfaction at the same time. In a special event held by Esia, PT Bakrie Telecom, Tbk in the form of Mudik Gratis Esia can be analyzed through the concept of 5W + 1H. From this concept describe about background, planning and process held in this event. From this event also explored how the event is able to demonstrate about maintaining customer loyalty. Homecoming events associated with the implementation of Mudik Gratis Esia in 2014 it was able to maintain customer loyalty of Esia even found an increase in customer loyalty. The existence of these results due to several factors capable of affecting, among which with good quality services provided to the company resulted in positive customer satisfaction to Esia especially from participants of Mudik Gratis Esia. By using this type of qualitative descriptive study, researchers conducted in-depth data collection by interview, documentation and observation. The results showed that the strategy of marketing public relations conducted by Esia be holding special events of Mudik Gratis Esia in 2014 able to maintain and increase customer loyalty. Key Words : marketing public relations, special event, mudik gratis esia, consumer loyaltyDAFTAR PUSTAKA Alifahmi, Hifni. 2005. Sinergi Komunikasi Pemasaran: Intergrasi Iklan, Public Relations, dan Promosi. Jakarta: Quantum Beerli, A., Martin, J.D., and Quintana, A. (2004), A Model of customer loyalty in the retail banking market, European Journal Marketing, Vol.38 No.1/2, Bungin, Burhan. 2011. 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