BAURAN KOMUNIKASI PEMASARAN PT AGUNG TOYOTA PEKANBARU DALAM MEMBENTUK LOYALITAS PELANGGAN
Abstract
Agung Toyota Sutomo Pekanbaru Branch is the oldest official Toyota showroom and workshop in Pekanbaru City which has implemented various strategies in forming customer loyalty. Even though the free service has ended, Toyota customers still get special prices and are informed of interesting promos in the maintenance of their vehicles. Looking at the problems regarding customer loyalty, the researcher observes the things that are done in influencing customer loyalty. Looking at the marketing activities related to promotions held by PT Agung Toyota Pekanbaru as one of the main dealers of the Toyota group, which is a large-scale company in Indonesia, is an interesting thing to study.
This type of research is a field research that goes directly to research into the research location. This research is qualitative and descriptive in nature to tell the real thing that is in the field. The location of this research is PT Agung Toyota Pekanbaru. The subject of this research is the head and head of the marketing department and other marketing staff at PT Agung Toyota Pekanbaru. The object of research is the Marketing Communication Strategy of PT Agung Toyota Pekanbaru in increasing customer loyalty. Data collection techniques using observation, interviews and documentation. In the process of data analysis, the researchers used an interactive analysis model. The interactive analysis model from Miles and Huberman consists of four components, namely (1) Data Collection (2) Data reduction, (3) Data presentation, and (4) Conclusion drawing.
The results showed that Agung Toyota Pekanbaru's communication strategy in product marketing, namely public relations, was a very effective form of marketing communication strategy. In the public relations strategy on marketing activities carried out by Agung Toyota Pekanbaru, it builds closeness with company relations, especially government agencies, BUMN, private companies and banks. Personal Selling is a promotional tool that is verbal in nature, either to someone or more in Agung Toyota Pekanbaru's marketing communication strategy.
Keywords: Customer Loyalty, Integrated Marketing Communication, Communication Strategy .
This type of research is a field research that goes directly to research into the research location. This research is qualitative and descriptive in nature to tell the real thing that is in the field. The location of this research is PT Agung Toyota Pekanbaru. The subject of this research is the head and head of the marketing department and other marketing staff at PT Agung Toyota Pekanbaru. The object of research is the Marketing Communication Strategy of PT Agung Toyota Pekanbaru in increasing customer loyalty. Data collection techniques using observation, interviews and documentation. In the process of data analysis, the researchers used an interactive analysis model. The interactive analysis model from Miles and Huberman consists of four components, namely (1) Data Collection (2) Data reduction, (3) Data presentation, and (4) Conclusion drawing.
The results showed that Agung Toyota Pekanbaru's communication strategy in product marketing, namely public relations, was a very effective form of marketing communication strategy. In the public relations strategy on marketing activities carried out by Agung Toyota Pekanbaru, it builds closeness with company relations, especially government agencies, BUMN, private companies and banks. Personal Selling is a promotional tool that is verbal in nature, either to someone or more in Agung Toyota Pekanbaru's marketing communication strategy.
Keywords: Customer Loyalty, Integrated Marketing Communication, Communication Strategy .
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