IMPLEMENTASI KOMUNIKASI PEMASARAN RUMAH SAKIT AWAL BROS PEKANBARU DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN
Abstract: Marketing
communication as communication activities aimed to deliver a message to
consumers using a variety of media, with the purpose of communication can
generate a positive response from the public. Through marketing communications
activities, Awal Bros hospital Pekanbaru can determine the effectiveness of
implementation of marketing communications in maintaining customer loyalty. The
purpose of this study was to determine the implementation of advertising, face
to face sales, sales promotion, direct marketing and public relations in
maintaining customer loyalty.
This research was conducted at the Awal Bros hospital Pekanbaru. This
study uses descriptive qualitative research methods, with the selection of
informants using purposive sampling technique, for 7 people informant of
business and development divisions were selected based on certain
characteristics and 10 people from the consumer by using accidental sampling
technique taken by chance. Data collection techniques used is participant
observation, in-depth interviews and documentation
The results showed that Awal Bros Hospital maintain consumer loyalty
early brooch run marketing communication activities using a mix marketing
communications, advertising, personal selling, sales promotion, direct
marketing and public relation. The overall implementation of marketing
communication does not escape from the media, where the use of the media also
plays an important role in the delivery of the message to consumers.
Penulis: Dian Suci Anggraeni,
Rumyeni
Kode Jurnal: jpkomunikasidd150209
