LILAWANGSA, NIDA AFIDA and , Agus Triyono, M.Si. (2022) Strategi Komunikasi Pemasaran Terpadu PT. Rumawan Pusaka Negeri Dalam Mempertahankan Loyalitas Pelanggan. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Integrated marketing communication (IMC) is a communication tool to convey messages to consumers or potential customers with the aim of influencing consumer behavior. The current tight business competition is unavoidable which causes consumers to switch to other products. This shows the importance of maintaining customer loyalty for the company. In this case the company must have the right strategy to maintain customer loyalty. Loyalty is a consumer's loyal attitude towards a product or service that makes consumers make repeat purchases continuously over a long period of time. This study aims to identify and describe the form of Integrated Marketing Communication (IMC) applied by PT. Rumawan Pusaka Negeri in maintaining customer loyalty. This study uses a qualitative descriptive method. Data collection techniques with interviews and documentation, the determination of informants is done by using purposive sampling technique. The data analysis technique was carried out using the concept of Huberman and Miles (1994). This study uses the theory of interactive marketing communication. The results showed that PT. Rumawan Pusaka Negeri has carried out integrated marketing communication (IMC) activities, but not all elements of IMC have been carried out. The elements of IMC carried out are: direct marketing, personal selling, word of mouth, and public relations. Of the four activities carried out by PT. Rumawan Pusaka Negeri, personal selling and public relations are more influential in maintaining customer loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | strategi, loyalitas, komunikasi pemsaran terpadu, PT. Rumawan Pusaka Negeri |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | NIDA AFIDA LILAWANGSA |
| Date Deposited: | 02 Feb 2022 04:40 |
| Last Modified: | 02 Feb 2022 04:40 |
| URI: | http://eprints.ums.ac.id/id/eprint/97048 |
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