WIDIANTO, NEVAN VALERIAN SYUJA (2024) STRATEGI KOMUNIKASI PEMASARAN "MEDIA IMPACT AGENCY" DALAM MEMPERTAHANKAN LOYALITAS KLIEN (PERIODE 2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing number of players in the advertising agency industry, each with its own competitive advantages, has intensified competition among advertising agencies. One strategy to remain competitive is to maintain client loyalty through the utilization of marketing communication strategies using Integrated Marketing Communication (IMC) and Customer Relationship Management (CRM) tools. Media Impact Agency also implements this strategy to enhance its marketing efforts. This research aims to understand the marketing communication strategies employed by Media Impact Agency in maintaining client loyalty. The study uses a qualitative approach with a descriptive case study method. Media Impact Agency implements marketing communication strategies through word of mouth, direct marketing, personal selling, sales promotion, and interactive marketing. These strategies are applied in three phases of customer relationship management: acquire, enhance, and retention. This research employs a qualitative descriptive method with a focus on a case study. The data collected is categorized into two types: primary and secondary data. Primary data is obtained through interviews and participant observation, while secondary data is gathered through documentation to complement information regarding Media Impact Agency's marketing communication strategies. The study involves informants from Media Impact Agency and their clients. The implementation of marketing communication strategies by Media Impact Agency to maintain client loyalty has proven effective. This is evidenced by the positive feedback received from clients, who feel that Media Impact Agency has successfully improved and managed their communication through the CRM program. The success of Media Impact Agency in implementing communication and CRM strategies is also reflected in the increase in repeat orders and additional service purchases from clients. Banyaknya pemain dalam industri advertising agency dengan keunggulan kompetitif masing-masing membuat persaingan di sektor ini semakin ketat. Salah satu cara untuk tetap bersaing adalah dengan mempertahankan loyalitas klien melalui pemanfaatan strategi komunikasi pemasaran yang menggunakan alat seperti Integrated Marketing Communication (IMC), Customer Relationship Management (CRM), dan Social Customer Relationship Management (SCRM). Media Impact Agency juga mengadopsi strategi ini untuk mengembangkan upaya pemasarannya. Penelitian ini bertujuan untuk memahami pendekatan komunikasi pemasaran yang dilakukan oleh Media Impact Agency dalam menjaga loyalitas klien. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif dengan studi kasus deskriptif. Media Impact Agency menerapkan strategi komunikasi pemasaran melalui word of mouth, direct marketing, personal selling, sales promotion, interactive marketing, public relations, event, dan advertising. Strategi-strategi tersebut diterapkan dalam tiga fase customer relationship management: acquire, enhance, dan retention. Data penelitian dikumpulkan melalui dua kategori, yaitu data primer dan sekunder. Data primer diperoleh dari wawancara dan observasi partisipan, sedangkan data sekunder diperoleh dari dokumentasi untuk melengkapi informasi mengenai strategi komunikasi pemasaran Media Impact Agency. Penelitian ini melibatkan informan dari pihak Media Impact Agency dan klien mereka. Penerapan strategi komunikasi pemasaran oleh Media Impact Agency dalam menjaga loyalitas klien telah menunjukkan hasil positif. Hal ini tercermin dari umpan balik yang baik dari klien, yang merasa bahwa Media Impact Agency berhasil memperkuat dan mengelola komunikasi melalui program CRM. Keberhasilan ini juga tercermin dari peningkatan repeat order dan tambahan pembelian jasa oleh klien.
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