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Kajian Literatur Peran Integrated Marketing Communication (IMC) Dalam Mempertahankan Loyalitas Konsumen

Author

Listed:
  • Erlin Safitri
  • Lina Auliana
  • Iwan Sukoco
  • Cecep Safaatul Barkah

Abstract

Tujuan dari penelitian ini adalah mengetahui sejauh mana peran Integrated Marketing Communication (IMC) dalam menjaga maupun mempertahankan loyalitas konsumen terhadap suatu produk/merek. Metode penelitian yang digunakan adalah studi literatur dengan mencari dan menggunakan data sekunder yang didapatkan dari pencarian melalui internet dan juga studi kepustakaan yang peneliti gunakan dalam peneliti dalam memperkuat kualitas data, informasi, serta aneka ragam permasalahan yang relate dengan penelitian ini. Referensi teori dari berbagai sumber menjadi fondasi dasar dan kunci pokok dalam penelitian ini. Hasil dari penelitian ini adalah Integrated Marketing Communication (IMC) mempunyai kaitan dengan loyalitas konsumen yang bahkan berperan penting dalam mempertahankan loyalitas konsumen yaitu dengan berbagai strategi seperti periklanan, penjualan perorangan, publisitas, promosi penjualan, dll. Kata Kunci : Integrated Marketing Communication (IMC), komunikasi pemasaran terpadu, loyalitas konsumen, produk/merek, strategi perusahaan.

Suggested Citation

  • Erlin Safitri & Lina Auliana & Iwan Sukoco & Cecep Safaatul Barkah, 2022. "Kajian Literatur Peran Integrated Marketing Communication (IMC) Dalam Mempertahankan Loyalitas Konsumen," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 19(2), pages 259-267.
    • Handle: RePEc:uii:jabisf:v:19:y:2022:i:2:p:259-267:id:24015
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