ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN

  • Dessy Kurniawanti Politeknik Negeri Batam
  • Bambang Hendrawan Politeknik Negeri Batam
Keywords: Komunikasi Pemasaran Strategi dan Loyalitas Pelanggan

Abstract

This study aims to analyze how the process of marketing communication strategies such as: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing conducted by PT. Indonesia Villajaya. The research data was obtained through direct observation, documentation, as well as in-depth interviews with five informants. This research method using descriptive qualitative method. Analysis of the data include: data collection, data reduction, data presentation, and conclusion. The results showed that PT. Indonesia Villajaya conduct marketing communication strategy with reference to the integrated marketing communications strategy with process include: advertising, sales promotion, direct marketing, personal selling, and community relations & publicity. With the process of the strategy undertaken during this helps in increasing the public's brand awareness, enhance brand image and increase sales for the company

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Published
2019-04-30
How to Cite
Kurniawanti, D., & Hendrawan, B. (2019). ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 1(1), 61-73. https://doi.org/10.30871/jaba.v1i1.1261