Esarel Amroy Saputra, Kelvin (2023) MARKETING COMMUNICATION OUTDOOR EQUIPMENT DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN BRAND MERBABU. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Kelvin Esarel Amroy Saputra. NIM 6662180043. Thesis. Outdoor Equipment Communication in Maintaining Customer Loyalty Merbabu Brand. Advisor I: Muhammad Jaiz., S.Sos, M.Pd, and Supervisor II: Darwis Sagita, S.I.kom, M.I.Kom. This study aims to determine Communication Outdoor Equipment in maintaining Customer Loyalty Merbabu Brand, the Merbabu brand strategy currently uses an offline strategy where if there is a crowded or strategic place, Merbabu will first set up an approach to the people around the place then if it is suitable it will set up a branch in that place, even though the strategy is very old-fashioned for today's all-digital era but it is enough to help generate sales turnover and Merbabu is also supported by online through Instagram and also e-commerce Shopee and Tokopedia to maintain loyalty customer. This study used descriptive qualitative method. Data collection techniques were carried out by observation, in-depth interviews and documentation. The results of this research make the results of an outdoor equipment strategy to maintain customer loyalty by applying the Integrated Marketing Communication (IMC), even though there are still many deficiencies in online, Merbabu itself already has 22 outlets spread across Tangerang and East Java. For Merbabu's own turnover at one of the branches located in Jatiuwung with a turnover of Rp. 718,519,000 in 2020 and Rp. 693,809,500 in 2021. Keywords: Strategy, maintaining customer loyalty, e-commerce.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kelvin Esarel Amroy Saputra. NIM 6662180043. Skripsi. Marketing Communication Outdoor Equipment dalam mempertahankan Loyalitas Pelanggan Brand Merbabu. Pembimbing I: Muhammad Jaiz., S.Sos, M.Pd, dan Pembimbing II: Darwis Sagita, S.I.kom, M.I.Kom. Penelitian ini bertujuan untuk mengetahui Marketing Communication Outdoor Equipment dalam mempertahankan Loyalitas Pelanggan Brand Merbabu, strategi marketing brand Merbabu saat ini menggunakan strategi pemasaran offline dimana jika ada tempat ramai atau strategis maka Merbabu akan mendirikan pendekatan terlebih dahalu kepada masyrakat sekitar tempat itu kemudian jika cocok akan mendirikan cabang di tempat tersebut, walaupun strateginya sangat kuno untuk era serba digital saat ini tetapi itu cukup untuk membantu menghasilkan omset penjualan dan Merbabu juga di dukung dengan adanya pemasaran online melalui Instagram dan juga e-commerce Shopee dan Tokopedia untuk mempertahankan loyalitas pelanggan. Penelitian ini menggunakan metode deskriptif kualitatif. Teknik pengumpulan data yang dilakukan observasi, wawancara secara mendalam dan dokumentasi. Hasil penelitian tersebut membuat hasil strategi pemasaran outdoor equipment untuk mempertahankan loyalitas pelanggan dengan menerapkan teori Integrated Marketing Communication (IMC), walaupun masih banyak kekurangan dalam pemasaran online tetapi Merbabu sendiri sudah mempunyai 22 outlet yang tersebar di Tangerang dan Jawa Timur. Untuk omset vi Merbabu sendiri di salah satu cabang yang berada di Jatiuwung dengan omset Rp. 718.519.000 pada tahun 2020 dan Rp. 693.809.500 pada tahun 2021. Kata Kunci: Strategi, mempertahankan loyalitas pelanggan, e-commerce. | |||||||||
| Subjects: | Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Kelvin Saputra | |||||||||
| Date Deposited: | 17 May 2023 08:46 | |||||||||
| Last Modified: | 17 May 2023 08:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/24186 |
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