ANALYSIS OF MARKETING COMMUNICATION STRATEGY TO MAINTAIN THE CUSTOMER LOYALTY (Study case on Janji Jiwa Volume 667 Tomohon)

Abstract

The intention of this research is to analyse the marketing communication strategy that implemented by Janji Jiwa volume 667 in order to build and maintain the loyalty of the customers. This research is a qualitative research with descriptive characteristic. In this research the population is in form of social situation that consist of place, actors and activity that interacts in synergy. In this case the object is Janji jiwa volume 667 coffee shop. And the ample is in form of subject which are the people that are related with the marketing communication strategy of Janji Jiwa volume 667 owner, manager, and baristas until the customers. The data colection methid in this research are interview, observation and documentation, where the indicators of colected data are the marketing communication strategy that implemented by Janji Jiwa volume 667 which are Advertising, Sales promotion, Personal seling and word of mouth activity. And also the factors that supporting and the obstaclest in implementing marketing communication strategy. The result of this research indicate that the marketing communication strategy of Janji jiwa volume 667 is effective and accurate to attract target customer and succeed in maintaining the loyalty of the customers. The result is proven with the total amount of the customers that came to Janji jiwa volume 667 and bought the products that are provided and served in Janji Jiwa volume 667.

Keywords : Marketing communication strategy, Customers Loyalty, promotion, Advertising, Sales promotion, Personal selling and word of mouth.