Open AccessANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN
Author(s) -
Dessy Kurniawanti,
Bambang Hendrawan
Publication year - 2019
Publication title -
journal of applied business administration
Language(s) - English
Resource type - Journals
ISSN - 2548-9909
DOI - 10.30871/jaba.v1i1.1261
Subject(s) - publicity , personal selling , business , documentation , sales promotion , promotion (chess) , direct marketing , advertising , integrated marketing communications , marketing , data collection , data presentation , marketing communication , brand awareness , direct selling , marketing management , relationship marketing , loyalty , political science , sociology , social science , politics , computer science , law , programming language
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