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All Journal El-kahfi : Journal of Islamic economics
Najwa Kirana, Galuh
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Economics, Econometrics & Finance Social Sciences

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Combination Of Integrated Marketing Communication and Brand Equity Baitul Maal Wat Tamwil in Maintaining Customer Loyalty Farida, Nasyiatul; Najwa Kirana, Galuh; Jalaluddin, Bilal; Arifin, Moh; Majid Toyyibin, Abdul
El-kahfi | Jurnal Ekonomi Islam Vol 5 No 01 (2024): economics and islamics economics
Publisher : Sekolah Tinggi Ekonomi Syariah Manna Wa Salwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58958/elkahfi.v5i01.248

Abstract

This research aims to find out how the combination of integrated marketing communication and brand equity has a technical role for BMT in maintaining and increasing the loyalty of BMT UGT Nusantara Arosbaya members. The research method used is qualitative research with a field research approach, namely explaining, describing and describing problems that are closely related to this research. The research results show that marketing communication and brand equity to maintain member loyalty is by using integrated marketing communication, which combines a marketing concept from many promotional elements to the public in a structured and integrative manner, which is called the marketing communication mix. "The combination of integrated marketing communications strategy and brand equity of BMT UGT Nusantara is able to maintain member loyalty and has been running effectively with a mix of word of mouth promotion, personal touch and personal selling so that it can be seen from the consistency of customers' transactions."
Co-Authors Arifin, Moh Farida, Nasyiatul Jalaluddin, Bilal Majid Toyyibin, Abdul