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All Journal Jurnal Pendidikan Islam Al Ishlah Jurnal Pendidikan JISPO (Jurnal Ilmu Sosial dan Ilmu Politik) Journal of Economicate Studies COLLASE (Creative of Learning Students Elementary Education) AKSELERASI: Jurnal Ilmiah Nasional Komitmen : Jurnal Ilmiah Manajemen Kontigensi: Jurnal Ilmiah Manajemen International Journal of Science and Society (IJSOC) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Gunung Djati Conference Series Media Akuntansi Perpajakan Influence: International Journal of Science Review ENDLESS : International Journal of Future Studies Indonesian Journal of Studies on Humanities, Social Sciences and Education Branding: Jurnal Manajemen & Bisnis Jurnal Ilmu Kesehatan Masyarakat (The Public Health Science Journal)
Lilis Sulastri
UIN Sunan Gunung Djati Bandung
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Journal of Economicate Studies

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Strategic Use of Direct and Online Marketing to Enhance Customer Retention Rahmawati, Reni; Sulastri, Lilis
Journal of Economicate Studies Vol. 6 No. 1 (2022): Journal of Economicate Studies
Publisher : Islamicate Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32506/joes.v6i1.846

Abstract

This study explores how the integration of direct and online marketing can improve customer retention in increasingly competitive and digitalized markets. Grounded in relationship marketing and CRM theory, it analyzes the roles of personalized communication, digital engagement, and multichannel strategy in fostering loyalty. Using qualitative thematic analysis of verified academic and institutional sources, the research finds that direct marketing enhances trust and emotional connection, while online marketing offers scalable, interactive engagement. When harmonized through CRM tools and lifecycle planning, these approaches create cohesive experiences that reinforce customer satisfaction and loyalty. The study also addresses ethical considerations, cultural factors, and emerging market contexts—offering a nuanced framework for retention strategy. The findings contribute to marketing theory by integrating formerly distinct approaches and provide actionable insights for practitioners. By aligning strategic communication across platforms, businesses can deepen brand relationships and ensure sustainable customer value.
Co-Authors Abdullah Syafei Adi Sopian Afiqoh Agustin Arini Dewi Chintyana Budiman Budiman Cyntiana Kosasih Dea Novita Dedeh Ropikoh Deden Herdiana Altaftazani Deni Rizki Rifaldi Dewi Hanitri Dina Anggi Lestari Fajriah, Anisa Nur Gojali, Dudang Hayder Al Hadey Ahmad Mohammed Irwandi Joharudin, Agus Kadar Nurjaman Leonardo Sari, Avid Magdalena Sidhartani Maolana Moh. Dulkiah Muhammad Aditya Wilman Muhammad Amir Mahfuzh Muhammad Ervan Firdaus Muhammad Fithyan Muhammad Rifqi Muzakki Nanan Sekarwana Nazar, Reza Fauzi Oktri Mohammad Firdaus Pikri, Faizal Rahmawati, Reni Rifki Fauza Risfiana Mayangsari Risky Vitria Prasetyo Rohmat, Siti Sari, Eko Gumaya Supratman, Iman Supriatna, Encup Suwardini, Tri Diani Yati, Eni