Pengaruh Komunikasi Pemasaran Terpadu Dan Ekuitas Merek Terhadap Loyalitas Konsumen Pada Cv. Laris Motor Cabang Air Haji

Pranata, Helmi Indra; Mayliza, Riri

doi:10.31219/osf.io/d9qsu

Cited by 27 publications

(42 citation statements)

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“…In addition to providing value to consumers, brand equity also provides value to the company; heightening the success of the program in luring new consumers or re-embracing old consumers (Ramdani, 2022). So that brand awareness of a product will have a positive effect on consumer loyalty (Pranata & Mayliza, 2019).…”

Section: The Impact Of Not Implementing Integrated Marketing Communic...mentioning

confidence: 99%

Marketing Management's View of Integrated Marketing Communications

Chaniago

Ariyani

2023

JOSR

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In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.

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Section: The Impact Of Not Implementing Integrated Marketing Communic...mentioning

confidence: 99%

Marketing Management's View of Integrated Marketing Communications

Chaniago

Ariyani

2023

JOSR

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“…Komunikasi pemasaran digunakan untuk dapat memperkuat strategi pemasaran guna meraih segmentasi pasar yang lebih luas (Priansa, 2017). Komunikasi pemasaran sejatinya harus dilakukan dengan efektif, akuran dan tepat sasaran pada setiap komunikasi yang dijalin dengan customer secara terus-menerus, selain itu konsistensi juga diperlukan untuk membentuk suatu pemahaman tersendiri bagi customer seperti yang diharapkan oleh pemasar agar dapat mempengaruhi sikap dan perilaku mereka (Widjojo, 2017).…”

Section: Komunikasi Pemasaranunclassified

Coffee Shop Marketing Communication Strategy to Increase Sales (Case Study at Kedai Kopi Inspirasi Bogor)

Fatah

Santosa

2023

daengku j. hum. soc. sci. innov.

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Kedai Kopi Inspirasi is a well-known coffee shop in Bogor Regency, as shown by the high number of visitors and exposure in various local media as one of the recommendations for coffee shops in Bogor Regency. The purpose of this research is to discover how Kedai Kopi Inspirasi may use marketing communication strategies to boost customer sales and visits in the midst of fierce competition in the present coffee shop business. The data for this research was collected through interviews with the owners and management of Kedai Kopi Inspirasi observation, and literature reviews. The theory used for this research is Integrated Marketing Communication with a Promotion Mix. Based on data analysis, it was found that Kedai Kopi Inspirasi had implemented a marketing communication strategy as part of their promotional strategies, utilizing advertising, personal selling, sales promotion, and public relations strategies to raise brand awareness, which resulted in higher customer visits and purchases. In order to attract customers in the Jabodetabek area, Kedai Kopi Inspirasi performs social media marketing. In addition, personal selling is conducted through engaging with customers as a type of service in order to encourage up-selling in every interaction. Sales promotions are performed by offering special deals on specific holidays. Simultaneously, Kedai Kopi Inspirasi works to approach particular groups and organizations for public relations purposes and may later take part in an event to attract potential customers

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“…Kotler & Armstrong (2014) mengemukakan bahwa personal selling terdiri dari interaksi antara penjual dengan calon pelanggan atau pelanggan dalam membuat penjualan dan mempertahankan hubungan. Nickels dalam Priansa (2017) bahwa personal selling merupakan interaksi antar individu, saling bertatap muka yang ditujukan untuk menciptakan, memperbaiki, menguasai, atau mempertahankan hubungan pertukaran yang saling menguntungkan dengan pihak lain. Adapun, Tjiptono (2008) dalam Priansa (2017) menyatakan bahwa personal selling merupakan komunikasi langsung antara penjual dan calon dalam memperkenalkan suatu produk kepada calon dan membentuk pemahaman mengenai produk sehingga tertarik untuk membeli.…”

Section: Personal Selling (Penjualan Perorangan)unclassified

Analisis Strategi Promosi Dalam Rangka Membangun Loyalitas Pelanggan Pada Pt. Arta Boga Cemerlang

2022

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Penelitian ini bertujuan untuk mengetahui pengaruh Promosi Penjualan, Penjualan Pribadi dan Periklanan terhadap Loyalitas Pelanggan dan untuk mengetahui pengaruh Promosi Penjualan, Penjualan Pribadi dan Periklanan secara bersama-sama terhadap loyalitas pelanggan konsumen. Dalam penelitian ini yang menjadi populasi adalah pelanggan PT. Arta Boga Cemerlang Kota Pekanbaru sebanyak 1.590 pelanggan, sedangkan sampel dalam penelitian ini adalah 181 orang. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder, sedangkan teknik pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa promosi penjualan, personal dan periklanan secara parsial atau simultan berpengaruh terhadap loyalitas pelanggan. Hal ini menunjukkan bahwa promosi penjualan, penjualan personal dan periklanan dapat menentukan tingkat loyalitas pelanggan konsumen.

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Pengaruh Komunikasi Pemasaran Terpadu Dan Ekuitas Merek Terhadap Loyalitas Konsumen Pada Cv. Laris Motor Cabang Air Haji

Cited by 27 publications

References 0 publications

Marketing Management's View of Integrated Marketing Communications

Marketing Management's View of Integrated Marketing Communications

Coffee Shop Marketing Communication Strategy to Increase Sales (Case Study at Kedai Kopi Inspirasi Bogor)

Analisis Strategi Promosi Dalam Rangka Membangun Loyalitas Pelanggan Pada Pt. Arta Boga Cemerlang

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