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All Journal Journal of Law Science LEGAL BRIEF The International Journal of Politics and Sociology Research Batara Wisnu : Indonesian Journal of Community Services Bureaucracy Journal : Indonesia Journal of Law and Social-Political Governance National Conference on Applied Business, Education & Technology (NCABET) Jurnal Pengabdian Masyarakat Sains dan Teknologi Nawasena: Jurnal Ilmiah Pariwisata Jurnal Ilmu Sosial, Pendidikan Dan Humaniora Journal of Creative Student Research Jurnal Ilmiah Teknik Informatika dan Komunikasi Innovative: Journal Of Social Science Research Jurnal Kajian dan Penelitian Umum Jurnal Informasi Pengabdian Masyarakat PANDITA: Interdisciplinary Journal of Public Affairs Jurnal Arjuna : Publikasi Ilmu Pendidikan, Bahasa dan Matematika Faedah: Jurnal Hasil Kegiatan Pengabdian Masyarakat Indonesia Aspirasi : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia Saber: Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi Jurnal Pengabdian Masyarakat dan Riset Pendidikan Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya Aliansi: Jurnal Hukum, Pendidikan dan Sosial Humaniora Terang: Jurnal Kajian Ilmu Sosial, Politik dan Hukum Journal of Media and Communication Journal of Advanced Research in Social Sciences and Humanities Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Fajarwati, Noerma Kurnia
Ilmu Komunikasi Universitas Bina Bangsa
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Journal : Innovative: Journal Of Social Science Research

 1 
Strategi Komunikasi Bengkel Choyan Garage Auto Service Car Cilegon Untuk Memelihara Kesetiaan Konsumen Jannah, Fahisatul; Nashrudin, Achmad; Fajarwati, Noerma Kurnia; Laksana, April; Handayani, Putri
Innovative: Journal Of Social Science Research Vol. 5 No. 4 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i4.21204

Abstract

This study examines the communication strategy of Choyan Garage Auto Service Car Cilegon in maintaining customer loyalty amid the increasingly competitive automotive service sector. The research applies a descriptive qualitative approach with data collected through interviews, observations, and documentation. Theoretical frameworks used include the Elaboration Likelihood Model (ELM), which explains message processing through central and peripheral routes, and Uses and Gratifications, which explores consumers’ reasons for choosing particular communication media. The findings reveal that the central route is implemented through detailed and transparent technical explanations, fulfilling customers’ cognitive needs. Meanwhile, the peripheral route is reflected in the use of social media, particularly TikTok, to present promotions, testimonials, and engaging visual content that appeals to emotional and entertainment needs. The combination of these two approaches has proven effective in building trust and sustaining customer loyalty.
Co-Authors Achmad Nashrudin Ade Jumaiah Aditya Faziawan Azhar Ahmad Adnil Hannaf Aida Alfita Akbar Marzuqi Aldi Prayuga Alif Dava Mahesa Alwajir, Dede Qodrat Amelia Amelia Amilia, Rizki Aminah Miliani Anasya Maulikha Rahma Andi Muhammad Fauzan Baso Anisah Anisah April Laksana April Laksana Arfian Suryasuciramdhan Ariani Galuh Pangastuti Ayu Sabila Bagos Budi Mulyana Banu Sulaeman Mubaraq Bernika Meilani Ifada Dana Rifqi Wiyanto Dede Milawati Dedeh Fardiah deden deden Della Meira Della Miftahurrizka Dewi Ilma Agustin Dian Utami Amalia Dwi Maya Lestari Dwi Yanti Dyah Sotyaningtyas Eka Susilawati Eka Susilawati Eka Susilawati Eka Susilawati Eka Susilawati, Eka Endayani Endayani Endayani, Endayani Eunike Priskilla Fahri Hafidz Fajar Falah Ramadhan Fauzi Putra Laksana Firman Darussalam Fithrotul Kamilah Fitrianti, Rizqi Fransiska Arta Sihotang Ganjar Kurniawan Ramdani Hakim, Cecep Abdul Hani Nur Rizka Henny Setiani Herlina Herlina Hernawati Hernawati Ilham Arifin Imelia Putri Indah Mawarni Indriani Putri Intan Nabila Azhar Ismatul Maula Hikmah Ismi Latifah Istialdi Pratama Haris Jannah, Fahisatul Juliyah Juliyah Kamilia Salsabila Kurnia Dwi Sari Utami Lapina Lena Leo Feni Agustina Lili Triskomawalat Lilis Lilis Malik Faton Maulana Yusuf Mauliya Fitriani Meiby Zulfikar meiby zulfikar Meita Rahayu Mirna Amelia Dewi Mirna Sumyati Mizan Imani Naqsyabandi Mohamad Ikrom Arasid Muawanah Aliyah Muhamad Sobahri Muhammad Arif Maulana Muhammad Salim Albana Nadivah Nadivah Nanda Silvia Br Galingging Naniek Afrilla Framanik Nazlah Azzahra Neng Putri Neni Yulianita Ninda Ela Putri Nofalia Juliana Sari Nova Nazwa Ramadhanti Novita Erdatimulia Nursadi Firmansyah Olivia Putri Andini Opiq Piqhi Patimah Patimah Prahima, Parko Putri Handayani Putri Handayani PUTRI HANDAYANI Rachma Sofi Lestari Rahmi Winangsih Rendi Rendi Resti Sughiarti Ridho Rahmatulloh Rifda Cita Zulviah Rini Rusnawati Rizki Amilia Rizki Arif Perdana Sahrul Sodikin Setya Prihatining Tyas Shulbi Muthi Sabila Salayan Putri Sindy Pramudita Siti Abelia Puteri Siti Nurhamilah Siti Nurhawiyah Siti Nurlaila Sofwatillah Amin Suherman Arifin Sumiyati Wirdaningsih Suryasuciramdhan, Arfian Susilawati Susilawati USWATUN HASANAH Wahyu Widodo Wahyu Winda Asmara Wulan Safitri Yayat Ruhiat Yusep Irsyad Najib Setiawan Zulfikar, Meiby