STRATEGI KOMUNIKASI PEMASARAN MERAKI AGENCY DALAM MENJAGA HUBUNGAN DENGAN KLIEN SEBAGAI DIGITAL AGENCY

BACHTIAR, ARFIDA HANIFA (2022) STRATEGI KOMUNIKASI PEMASARAN MERAKI AGENCY DALAM MENJAGA HUBUNGAN DENGAN KLIEN SEBAGAI DIGITAL AGENCY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The competition in the realm of digital agencies with various competitive advantages makes competition in the industry even tougher. A certain strategy is needed to maintain relationships with clients. One of the strategies in maintaining customer relations is to utilize a marketing communication strategy through Integrated Marketing Communication (IMC) tools and Customer Relationship Management (CRM). The tools are used by Meraki Agency to increase their marketing activities. This study aims to determine the marketing communication strategy used by Meraki Agency in maintaining relationships with clients. This research is qualitative research using descriptive methods. The results of the study prove that Meraki Agency implements a marketing communication strategy through word of mouth communication, direct marketing, personal selling, sales promotion, as well as interactive marketing and utilise customer relationship management with its clients through 3 phases of CRM acquire, enhance, and retention. Keyword: Marketing Communication, Integrated Marketing Communication (IMC), Customer Relationship Management, Digital Agency. Banyaknya pemain pasar di ranah digital agency dengan berbagai keunggan kompetitif membuat persaingan digital agency semakin ketat. Salah satu strategi bersaing adalah dengan menjaga hubungan pelanggan adalah melalui pemanfaatan strategi komunikasi pemasaran dengan tools Integrated Marketing Communication (IMC) serta pemanfaatkan Customer Relationship Management (CRM). Hal ini juga dilakukan oleh Meraki Agency untuk meningkatkan pemasarannya. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh Meraki Agency dalam menjaga hubungan dengan klien. Jenis penelitian ini adalah penelitian kualitatif dengan menggunakan metode deskriptif. Hasil penelitian membuktikan bahwa Meraki Agency melakukan penerapan strategi komunikasi pemasaran melalui word of mouth communication, direct marketing, personal selling, sales promotion, serta interactive marketing yang diterapkan melalui 3 fase customer relationship management yaitu acquire, enhance, dan retention. Kata Kunci: Komunikasi Pemasaran, Integrated Marketing Communication (IMC), Customer Relationship Management, Digital Agency

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 22 099
Call Number:	SK/43/23/011
NIM/NIDN Creators:	44319010045
Uncontrolled Keywords:	Komunikasi Pemasaran, Integrated Marketing Communication (IMC), Customer Relationship Management, Digital Agency
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	28 Feb 2023 01:56
Last Modified:	28 Feb 2023 01:56
URI:	http://repository.mercubuana.ac.id/id/eprint/74421

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