Analisis Strategi Komunikasi Pemasaran PT. Indonesia Villajaya dalam Upaya Membangun Loyalitas Pelanggan

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 compan

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

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 companyPenelitian ini bertujuan untuk menganalisis bagaimana proses strategi komunikasi pemasaran seperti : periklanan, promosi penjualan, hubungan masyarakat dan publisitas, penjualan pribadi, dan pemasaran langsung yang dilakukan oleh PT. Indonesia Villajaya. Data penelitian ini diperoleh melalui pengamatan secara langsung, dokumentasi, serta wawancara mendalam dengan lima orang informan. Metode penelitian ini menggunakan metode deskriptif kualitatif. Analisis data berupa : pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukan bahwa PT. Indonesia Villajaya melakukan strategi komunikasi pemasaran dengan mengacu kepada komunikasi pemasaran terpadu dengan melakukan proses strategi berupa : periklanan, promosi penjualan, pemasaran langsung, penjualan pribadi, dan hubungan masyarkat & publisitas. Dengan adanya proses strategi yang dilakukan selama ini membantu dalam meningkatkan brand awareness masyarakat luas, meningkatkan brand image perusahaan, dan meningkatkan penjualan bagi perusahaa