PENGARUH STRATEGI KOMUNIKASI PEMASARAN TERHADAP LOYALITAS PELANGGAN PADA ALFAMART ZENI KOSTRAD SRENGSENG SAWAH JAKARTA SELATAN
Abstract
ABSTRACT
Â
This study aims to determine how much influence marketing communication strategies have on customer loyalty Alfamart Zeni Kostrad Srengseng Sawah. The population in this study were all Alfamart customers with a sample of 200 respondents and the technique used was random sampling. Data collection techniques used in this study were interviews with the help of questionnaires and documentation. The answers given by the respondents were analyzed quantitatively using the SPSS program. The quality of the research data was tested with validity and reliability tests and linear regression analysis tests. From the results of the analysis, the indicators in this study were declared valid and reliable. The test results state that the marketing communication variable has a positive and significant effect on customer loyalty. The author's suggestion is that Alfamart Zeni Kostrad Srengseng Sawah must maintain and even improve marketing communication strategies so that it will always be able to maintain customer loyalty and must fix problems related to indicators that can affect customer loyalty such as targeting, segmenting and positioning, this is very important because it looks at consumer behavior now which also prioritizes the comfort and friendliness of employees to be able to provide comfort in addition to the main indicators such as product and price
Â
Keywords: Strategy, marketing communication and customer loyalty
Full Text:
PDFReferences
Arikunto, S. 2010. Prosedur Penelitian, Suatu Pendekatan Praktek. Jakarta: Rineka Cipta Bungin.
Syaputra, Dadang. 2016. Pengaruh Kualitas Layanan Terhadap Kepuasan Mahasiswa Pada Sekolah Tinggi Ilmu Ekonomi Rahmaniyah Sekayu Musi Banyuasin. Jurnal ilmu Manajemen Volume 4 No.2 Hal 102-114, ISSN 2623-2085.
Handoko. T. Hani. 2012. Manajemen Personalia dan Sumber Daya Manusia. Yogyakarta. BPFE.
Kanita, T. Maria. 2013. Era Baru Manajemen. Jakarta: Gramedia Pustaka Umum.
Kotler, Philip. 2008. Manajemen Pemasaran Perspektif Asia, Buku Dua, Edisi Pertama. Yogyakarta: Erlangga.
Kuswatiningsih. 2016. Analisis Kinerja Kualitas Pelayanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada PT. PLN (Persero) Area Pelayanan dan Jaringan Jember. Universitas Jember
Laksana, Fajar. 2010. Manajemen Pemasaran Pendekatan Praktis. Yogyakarta: Graha Ilmu
Limakrisna, Nandan dan Wilhelmus Hary Susilo. 2012. Manajemen Pemasaran Teori dan Aplikasi dalam Bisnis. Jakarta: Mitra Wacana Media.
Malhotra, Naresh K. 2010. Marketing Research: An Applied Approach. European Edition. Harlow, England: Prentice-Hall.
Sabran, Bob. 2012. Manajemen Pemasaran. Jakarta: Erlangga.
Sanusi, Anwar. 2014. Metode Penelitian Bisnis. Jakarta: Salemba Empat.
Setyaningrum. 2015. Prinsip-Prinsip Pemasaran. Yogyakarta: Andi.
Subekti, R. (2015). Keunikan Model Black Litterman dalam Pembentukan Portofolio. Prosiding Seminar Nasional Penelitian, Pendidikan dan Penerapan MIPA, FMIPA UNY, (hal. 147-150). Yogyakarta
Setyaji, Bambang. 2011. Jalan Mudah Ke Analisis Kuantitatif. Solo: Al-es’af Press.
Sugiyono. 2012. Metode Penelitian Manajemen. Bandung: ALFABETA
Swasta, Basu dan irawan. 2010. Asas-asas Marketing. Yogyakarta: Liberty.
Tjiptono, Fandi. 2006. Pemasaran Strategik. Yogyakarta: Andi
Tjiptono, Fandi. 2010. Pemasaran Strategik. Yogyakarta: Andi
Utami, Chistina Whidya. 2010. Manajemen Ritel: Strategi dan Implementasi Ritel Modern, Jakarta: Salemba Empat.
Wibowo. 2010. Manajemen Kinerja. Jakarta: Raja Grafindo Persada.
Widowati, Sri. 2011. Pengaruh Kualitas Layanan, Fasilitas dan Lokasi terhadap Keputusan Pembelian. Volume 13 No.2 Hal 179-190, ISSN 1410-9859.
Yusuf, A Muri. 2012. Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Jakarta: Prenadamedia Group.
DOI: https://doi.org/10.46961/jip.v10i1.480
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Publipreneur Polimedia
Politeknik Negeri Media Kreatif.
JL. Srengseng Sawah, Jagakarsa, Jakarta 12640 Indonesia
Email: [email protected]
Publipreneur Polimedia is licensed under a Creative Commons Atttribution 4.0 International License.