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

Downloads

Download data is not yet available.
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