Usulan Pengembangan Komunikasi Pemasaran Melalui Strategi Customer Bonding (Studi Kasus : Supermarket Hero di Jakarta)
Abstract: The consequence of
competition is the decrease of the number of customers which causes Hero
Supermarket closed down several of its outlets. This decrease is also caused by
the existence of internal issue of marketing communication (promotion) which
lacked a strong concept. The ineffective selection of communication channel
which in turn fails to conform the activity to the public. For that, the
identification in marketing communication activity through Customer Bonding
strategy is needed. Through marketing communication program assessment with
Customer Bonding (Awareness Bonding, Relationship Bonding, and Advocacy Bonding),
intensity of marketing communication problem can be identified, through survey
assessment (management and costumer), analyzed with statistical testing like
validity and reliability test, Spearman Correlation test and Cross tab test.
The questionnaires will be given to 13 respondents from Hero Management by
using quota sampling and 100 customers using stratified sampling.
Through marketing communication program assessment using Customer
Bonding, marketing communication intensity and correlation analysis between
marketing communication program and consumer loyalty are obtained. From this
analysis, it is shown that there is noise in marketing communication that
influences information sending to customer. Hero must maintain marketing communication
program which focuses in marketing program that have competitive advantages.
Beside that, evaluation has always to be done in order to improve customer
loyalty.
Penulis: Ronald Sukwadi
Kode Jurnal: jptindustridd070008
