STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN LOYALITAS KONSUMEN PADA SAYUR OPPA

MARKETING COMMUNICATION STRATEGY IN BUILDING CONSUMER LOYALTY IN OPPA VEGETABLES

Abstract

Sayur Oppa continues to make developments by utilizing digital marketing as one of its marketing communication strategy media to build consumer loyalty. The purpose of this study is to explain the mix of IMC (Integrated Marketing Communication (IMC) in the marketing communication strategy that is run by sayur oppa in building consumer loyalty. The research method used is a case study using a qualitative research approach. The informant selection technique used was purposive sampling. This writing uses the theory of IMC (Integrated Marketing Communication (IMC). The results showed that the marketing communication strategy in building consumer loyalty of sayur oppa. The IMC strategy for sayur oppa is: advertising on facebook ads, and doing endorsements. IMC sales promotion strategies such as giving discounts, giveaways, vouchers, and member cards. IMC sayur oppa public relations strategy is consider consumers to be their friends IMC Sayuroppa's direct marketing strategy is to utilize digital media. The IMC strategy for personal sales of oppa sayur oppa is currently limited to personally contacting the owner's partners and when customers place orders.