Strategi Komunikasi Pemasaran PT Kurnia Ciptamoda Gemilang Melalui Sales Associate (SA) Dalam Meningkatkan Brand Loyalty Store Charles & Keith Pakuwon Mall di Surabaya. (Marketing Communication Strategy of PT Kurnia Ciptamoda Gemilang Through Sales Associate (SA) in Increasing Brand Loyalty Store Charles & Keith Pakuwon Mall in Surabaya).

Prasetyo, Adinda Gracea Ruth (2023) Strategi Komunikasi Pemasaran PT Kurnia Ciptamoda Gemilang Melalui Sales Associate (SA) Dalam Meningkatkan Brand Loyalty Store Charles & Keith Pakuwon Mall di Surabaya. (Marketing Communication Strategy of PT Kurnia Ciptamoda Gemilang Through Sales Associate (SA) in Increasing Brand Loyalty Store Charles & Keith Pakuwon Mall in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

PT. Kurnia Ciptamoda Gemilang is a retail company that produces fashion needs in Indonesia, by housing several well-known fashion brands such as Charles & Keith, Pedro, and EA7 Emporio Armani. The purpose of this study is to determine the marketing communication strategy applied by salespeople, namely sales associate brand Charles & Keith Pakuwon Mall Surabaya. Sales associate workers are the company's efforts in introducing a product in order to establish good relationships with consumers so that consumers can become loyal customers. The object of this research is the brand Charles & Keith Pakuwon Mall Surabaya. This type of research is descriptive qualitative. To strengthen the results, researchers also conducted interviews and direct field observations. Based on the results of the study, it was found that the marketing communication strategy used by sales associates in increasing brand loyalty is to focus on interpersonal communication with consumers directly face to face. Charles & Keith's customer loyal brand level is satisfied buying where loyal customers have brand satisfaction, and when looking for a product model, customers will try to get the brand's products with the help of sales associates. As for what supports the marketing communication strategy, it is a sales promotion that is carried out directly with various theories applied by the company or SOP (company operational standards) and carried out consistently by sales associate workers. Keywords : Marketing communication, Sales Associate, Brand Loyalty

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