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Adityo Fajar
Program Pascasarjana Magister Manajemen Universitas BSI Jl. Sekolah Internasional No. 1-6 Antapani, Bandung
Computer Science & IT Library & Information Science

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IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC) PADA PT TOKOPEDIA DALAM MEMPERTAHANKAN PELANGGAN Adityo Fajar
Jurnal Komunikasi Vol 8, No 3 (2017): Special Issues
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (304.064 KB) | DOI: 10.31294/jkom.v8i3.3102

Abstract

Integrated Marketing Communication (IMC), which is also called integrated marketing communications is the process of development and implementation of various forms of persuasive communication program to customers and prospective customers on an ongoing basis. The importance of the implementation of this IMC in the company has been recognized by PT Tokopedia. Therefore, the purpose of this study is that analyze the implementation of IMC in Tokopedia in retaining customers and constraints faced in the implementation of the IMC. This research method is descriptive qualitative informant number six. The results of this study are implememtasi of IMC on Tokopedia is reflected in the activities of advertising, direct marketing, sponsorship, merchandising, public relations activities and websites aimed at retaining customers. The obstacles encountered in the implementation of the IMC activities is the lack of human resource capacity in terms of communication when providing information to customers and also technical problems in the care of the Website.Keywords: integrated marketing communications, e-commerce, customer retention
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