MARKETING COMMUNICATION STRATEGIES IN MAINTAINING CUSTOMER LOYALTY

Abstract

Civil Minimarket Marketing Communication Strategy in Maintaining Customer Loyalty” focuses on how the Madani Minimarket marketing communication strategy maintains customer loyalty. To find out how the marketing strategy is: Market segmentation strategy, product strategy, pricing strategy. Meanwhile, to know marketing communication strategies, namely: advertising, sales promotion and publicity. The research method used by the author in this study is a type of qualitative research. Data collection techniques used in this study were library research and field studies, namely field observations and in-depth interviews. The selection of informants was carried out through an observation process. Based on the research results, it was obtained an illustration that the marketing strategy used by Madani was market, product and price segmentation. while the communication strategy used is advertising, sales promotion and publicity by using online and offline media. Online, namely social media and offline, namely banners, pamphlets and the like to share information about products and price discounts.