Abstract
Abstract The object of this research is Giant Supermarket (PT Hero Supermarket Tbk) in Bandar Lampung. Giant is one of the largest retail networks in Indonesia. The problem studied was to find out the effect of marketing strategies on consumer loyalty at Giant Supermarket (PT. Hero Supermarket Tbk) in Bandar Lampung because of consumer loyalty at the Giant Supermarket (PT. Hero Supermarket Tbk) which declined. The research method used in this study is library research and field research conducted by directly examining Giant Supermarkets (PT Hero Supermarket Tbk) in Bandar Lampung related to marketing strategies and their influence on consumer loyalty at Giant Supermarket (PT. Hero Supermarket Tbk) in Bandar Lampung. The results showed that the matrix analysis of IFAS and EFAS resulted in an analysis of the company's internal factors in the marketing strategy of Giant Supermarket (PT Hero Supermarket Tbk) in Bandar Lampung, which became the main force, namely promotion carried out by the company with a total value of 0.4662 and the main disadvantage is that famous brands still dominate with a total value of 0.1200. While the company's external factors in the marketing strategy of PT Giant Supermarket (PT Hero Supermarket Tbk) in Bandar Lampung, which is the main opportunity, is an increase in the population with a total value of 0.4235 and the company's main threat is the number of competing companies with a total value of 0.1582 . External internal matrix analysis (IE) Giant Supermarkets (PT Hero Supermarket Tbk) In Bandar Lampung are in the V cell position, thus implementing a strategy of maintaining and maintaining consumers (high consumer loyalty). Keywords: Strategy, Marketing, Loyalty, Consumers, IFAS, EFAS
Highlights
The object of this research is Giant Supermarket (PT Hero Supermarket Tbk) in Bandar Lampung
The results showed that the matrix analysis of IFAS and EFAS resulted in an analysis of the company's internal factors in the marketing strategy of Giant Supermarket (PT Hero Supermarket Tbk) in Bandar Lampung, which became the main force, namely promotion carried out by the company with a total value of 0.4662 and the main disadvantage is that famous brands still dominate with a total value of 0.1200
Tbk) Di Bandar Lampung yang menjadi peluang utama adalah peningkatan jumlah penduduk dengan total nilai 0,4235 dan ancaman utama perusahaan adalah banyaknya perusahaan pesaing dengan total nilai
Summary
Pada saat ini kegiatan pemasaran mempunyai peranan yang sangat penting dalam dunia usaha. Konsep pemasaran berwawasan sosial menyatakan bahwa organisasi harus menentukan kebutuhan, keinginan, dan minat pasar sasaran. Kotler (2002:15) yang dikutip oleh Rahmat (2012) mengemukakan bahwa pemasaran mempunyai tujuan membangun hubungan jangka panjang yang saling memuaskan dengan pihakpihak yang memiliki kepentingan utama pelanggan, pemasok, distributor dalam rangka mendapatkan serta mempertahankan referensi dan kelangsungan bisnis jangka panjang mereka. 3. Strategi Bauran Pemasaran (Marketing Mix) Bauran pemasaran didefinisikan oleh Philip Kotlher dan Gary Amstrong (2004) sebagai seperangkat alat pemasaran taktis yang dapat dikendalikan, yang dipadukan oleh perusahaan untuk menghasilkan tanggapan yang diinginkan dalam pasar sasaran. Sedangkan Suliyanto (2010) mendefinisikan bauran pemasaran merupakan kombinasi dari empat variabel , empat kelompok utama yang dikenal dengan 4P, yaitu (1) Product (produk), (2) Price (harga), (3) Promotion (promosi), dan (4) Place (tempat/distribusi).
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