STRATEGI KOMUNIKASI PEMASARAN DIAN PELANGI CABANG PEKANBARU DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN
Abstract: Marketing
communication strategy is important in marketing because can make effective
marketing. Company Dian Pelangi is a company engaged in retail. As one of the
leading fashion houses in Indonesia, Dian Pelangi have a competitor that run in
the same type and the company need a strategy to get the aim of the company.
Because of that the researcher was interest to do this research with the aim to
know marketing communication strategy Dian Pelangi Pekanbaru branch in
maintaining customer loyalty.
This research uses qualitative methods, namely the collection of data
obtained based on the fact data in the field through observations, interviews,
and documentation. The subjects in this research is 2 manager and 7 loyal
customers Dian Pelangi Pekanbaru branch are selected using purposive technique.
This research uses an interactive data analysis techniques, for data validity
checking techniques through the extension of participation, increase
persistence, and triangulation.
The goal of research shows that the marketing communication strategy Dian
Pelangi Pekanbaru branch in maintaining customer loyalty do by segmentation,
targeting, positioning, promotional mix consists of advertising, sales
promotion, personal selling, direct marketing, publicity, public relations, and
word of mouth communication.
Penulis: Ade Mutia, Evawani
Elysa Lubis
Kode Jurnal: jpkomunikasidd150455
