Integrated Marketing Communication Strategy in Maintaining Customer Loyalty PT. Bluebird in Surabaya

Noor, Sophia (2021) Integrated Marketing Communication Strategy in Maintaining Customer Loyalty PT. Bluebird in Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Integrated marketing communication which means a marketing communication planning concept that claims to be in addition to a comprehensive plan that evaluates the strategic role of various communication disciplines, for example, print-electronic media advertising, direct response, sales promotion, and public relations in order to provide clarity, consistency and maximum communication impact. In practice, integrated marketing communication is used to maintain customer loyalty at PT. Bluebird Surabaya. There is competition in this case companies that provide transportation service offerings and the same quality. The number of online taxis that almost got rid of conventional taxis is very detrimental to PT. Bluebird Surabaya, and the marketing side are trying very hard so that the taxis that have been around for a long time still get customers with the targets that have been set. The purpose of this study was to find out how the integrated marketing communication strategy in maintaining customer loyalty Bluebird in Surabaya. This research was conducted to describe how integrated marketing communication in maintaining customer loyalty Bluebird in Surabaya. The method used is qualitative with data collection in the form of observation, interviews and documentation. In the results of the study, it is known that the integrated marketing communication used only a few elements, namely: sales promotion, advertising, public relations, publicity, events and personal selling. Sales promotion is done by giving discounts for loyal old customers using PT. Bluebird Surabaya. Advertising at PT. Bluebird is more focused on electronic media. Public relations are used more to collaborate with other large companies. Publicity used by PT. Bluebird Surabaya by conducting promotional collaborations with well-known public figures in Indonesia, the publicity that is carried out is the same as PT Bluebird Pusat. Events conducted by PT. Bluebird Surabaya has mostly participated in events that have been organized by other parties, but has also held events for customers in the prize drawing. Personal sales that are used at the time of the event. Keywords : Integrated marketing communication, PT. Bluebird Surabaya

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