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Dessy Kurniawanti
Politeknik Negeri Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ANALISIS STRATEGI KOMUNIKASI PEMASARAN PT. INDONESIA VILLAJAYA DALAM UPAYA MEMBANGUN LOYALITAS PELANGGAN Dessy Kurniawanti; Bambang Hendrawan
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 1 No 1 (2017): Journal of Applied Business Administration - Maret 2017
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (365.714 KB) | DOI: 10.30871/jaba.v1i1.1261

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
Co-Authors Hendrawan, Bambang