Strategi Komunikasi Pemasaran dalam Mempertahankan Loyalitas Pelanggan di Terminal Petikemas Koja

Authors

  • Mohamad Arief Budiana Universitas Sahid Jakarta
  • Nafiah Ariyani Universitas Sahid Jakarta

DOI:

https://doi.org/10.37950/ijd.v5i1.392

Keywords:

Strategy, Marketing communications, Customer loyalty

Abstract

Abstract

The decline in product market share sales was influenced by marketing communication strategies and customer loyalty. The research objective was to determine the effect of marketing communication strategies (advertising, sales promotion, publicity and direct marketing) on customer loyalty. The research approach uses a quantitative approach with an explanation format. The research method used is survey method. The population of this study is all customers of the Koja Container Terminal totaling 150 customers. The sampling technique in this study was non-probability sampling using incidental sampling. Determination of the number of samples using the Slovin formula. The total number of samples is 109 Koja Container Terminal. Data collection techniques using questionnaires or questionnaires. Data analysis techniques using t-test and F-test. The results showed that there was a positive and significant partial and simultaneous effect between advertising, sales promotion, publicity and direct marketing on customer loyalty. This means that the more advertising, sales promotion, publicity and direct marketing, the more customer loyalty will increase. The conclusion of the research shows that customer loyalty can be increased through a marketing communication strategy consisting of advertising, sales promotion, publicity and direct marketing. Advertising isn't the only thing that affects customer loyalty.

Keywords: Strategy; Marketing communications; Customer loyalty

 

Abstrak

Penurunan penjualan pangsa pasar produk dipengaruhi oleh strategi komunikasi pemasaran dan loyalitas pelanggan. Tujuan penelitian untuk mengetahui pengaruh strategi komunikasi pemasaran (iklan, promosi penjualan, publisitas dan pemasaran langsung) terhadap loyalitas pelanggan. Pendekatan yang penelitian menggunakan pendekatan kuantitatif dengan format eksplanasi. Metode penelitian yang digunakan yaitu metode survei. Populasi penelitian ini adalah seluruh pelanggan Terminal Petikemas Koja yang berjumlah 150 pelanggan. Teknik sampling dalam penelitian ini adalah nonprobability sampling dengan menggunakan sampling incidental. Penentuan jumlah sampel menggunakan rumus Slovin. Jumlah keseluruhan sampel sebanyak 109 Terminal Petikemas Koja. Teknik pengumpulan data menggunakan angket atau kuesioner. Teknik analisis data menggunakan uji-t dan uji F. Hasil Penelitian menunjukan bahwa terdapat pengaruh parsial dan simultan yang positif dan signifikan antara iklan, promosi penjualan, publisitas dan pemasaran langsung terhadap loyalitas pelanggan. Ini berarti semakin meningkat iklan, promosi penjualan, publisitas dan pemasaran langsung, maka semakin meningkat pula loyalitas pelanggan. Kesimpulan penelitian menunjukan loyalitas pelanggan dapat ditingkatkan melalui strategi komunikasi pemasaran yang terdiri dari iklan, promosi penjualan, publisitas dan pemasaran langsung. Iklan bukan satu-satunya yang mempengaruhi loyalitas pelanggan.

Kata kunci: Strategi; Komunikasi pemasaran; Loyalitas pelanggan

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Published

2023-03-31

Issue

Volume 5 Issue 1 (2023)

Section

Articles

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