UPAYA MARKETING KOMUNIKASI DOMINION STORE DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN PADA PRODUK MARCHANDISE
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Institusion
Universitas Bhayangkara Surabaya
Author
AGATHA, RAINA ADHITIYA
Subject
Public Relation
Datestamp
2021-03-29 04:33:18
Abstract :
In the present, technology is experiencing rapid development. This development also has an impact on the business sector where everything becomes online. This is also felt by conventional shops where they experience competition with online or e-commerce shops. However, Dominion Store is one of the distributions that is still able to survive in the midst of technological advances and increasingly fierce developments. The purpose of this research is to find out the marketing communication strategy conducted by Dominion Store in maintaining consumer loyalty. this research is field research, which is a study conducted at the location of research by making observations about an event in a scientific setting. while in collecting data with observation, interviews and documentation. this study uses descriptive analysis method with a qualitative approach. research location at the Dominion Store. The results of this study are Dominion store's marketing communication strategy by: (1) advertising. Dominion stores use Instagram social media to advertise the products they sell so consumers always get the latest information regarding the products they sell such as superman is dead new merchandise or ongoing promos (2) events. Dominion stores hold event gatherings to maintain relationships with consumers so that consumers remain loyal to make purchases at dominion stores.
In the present, technology is experiencing rapid development. This development also has an impact on the business sector where everything becomes online. This is also felt by conventional shops where they experience competition with online or e-commerce shops. However, Dominion Store is one of the distributions that is still able to survive in the midst of technological advances and increasingly fierce developments. The purpose of this research is to find out the marketing communication strategy conducted by Dominion Store in maintaining consumer loyalty. this research is field research, which is a study conducted at the location of research by making observations about an event in a scientific setting. while in collecting data with observation, interviews and documentation. this study uses descriptive analysis method with a qualitative approach. research location at the Dominion Store. The results of this study are Dominion store's marketing communication strategy by: (1) advertising. Dominion stores use Instagram social media to advertise the products they sell so consumers always get the latest information regarding the products they sell such as superman is dead new merchandise or ongoing promos (2) events. Dominion stores hold event gatherings to maintain relationships with consumers so that consumers remain loyal to make purchases at dominion stores.
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