INTEGRATED MARKETING COMMUNICATION (IMC) PT. INDOMARCO PRISTAMA DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN DI PEKANBARU
Abstract: In the current era
of globalization of business conduct, particularly the field of marketing has
increased from the previous time. Currently, many company the race the race
trying to increase competition and mastered by utilizing and applying the right
marketing strategy. It is inevitable market control is one way company to
sustain life. This study aims to find out what forms of IMC were conducted by
PT Indomarco Prismatama in maintaining consumer loyalty in Pekanbaru and for
any megetahui PT Indomarco Prismatama limiting factor in doing IMC. The method
used in this research is qualitative method with descriptive presentation
presented in the form of language description, this is subject in research
development division (Development Division Manager), Division of Marketing
(Marketing Franchise), head shops, and consumers. While the object of this
research is an integrated marketing communications (Integrated Marketing Communication)
PT.Indomarco Prismatama in maintaining consumer loyalty in Pekanbaru. Data
collection techniques used are documentation, interviews, observation and study
of literature, The results showed that the strategy undertaken by PT.Indomarco
Prismatama in maintaining customer loyalty and rewarding so far functioning
properly. Form of Integrated Marketing Communication (IMC) conducted
PT.Indomarco Prismatama is through ads (advertising), sales promotion (sales
promotion), public relations (publicity), direct marketing. Barriers in
Integrated Marketing Communication (IMC) PT.Indomarco Prismatama in Pekanbaru
is the lack of human resources that store employees serve customers who are
less good.
Penulis: Fitra Perawati
Kode Jurnal: jpkomunikasidd150458
