AKTIVITAS KOMUNIKASI PEMASARAN MAJALAH DJAKA LODANG DALAM MENCIPTAKAN LOYALITAS PELANGGAN (Studi Kasus Aktivitas Komunikasi Pemasaran Majalah Djaka Lodang Dalam Menciptakan Loyalitas Pelanggan di Yogyakarta Pada Tahun 2016)

FATURAHMAN, ARKHAN (2017) AKTIVITAS KOMUNIKASI PEMASARAN MAJALAH DJAKA LODANG DALAM MENCIPTAKAN LOYALITAS PELANGGAN (Studi Kasus Aktivitas Komunikasi Pemasaran Majalah Djaka Lodang Dalam Menciptakan Loyalitas Pelanggan di Yogyakarta Pada Tahun 2016). Other thesis, Universitas Sebelas Maret.

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    Abstract

    The development of communication technology is growing rapidly resulting in more varied types of media in society. Magazine as one form of print media is currently struggling with the onslaught of online media industry. Many magazines have to stopped publication due to frequent loss and decreasing circulation. Djaka Lodang is a Java-language magazine which untill this day still survive the onslaught of the times. The success of the magazine Djaka Lodang exist until now is because their customer loyalty. The purpose of this study wants to analyze and describe how the marketing communication activities Djaka Lodang magazine in the form of customer loyalty and the factors that affect customer loyalty Djaka Lodang magazine. This study uses qualitative case studies in order to obtain better results in, whole (holistic) and full value. Here also involves 9 informants, (3) three informants from the editor of the Djaka Lodang magazine are supposed to understand about the marketing communications program, and 6 (six) Informant subscribers Djaka Lodang magazine who already subscribe to the magazine at least 1 year to answer the problem formulation of researchers in order to achieve the validity of the data through triangulation analysis data. Results showed that the activity of marketing communications magazine Djaka Lodang using marketing communications mix such as Advertising, Direct Marketing, Sales Promotion, Public Relations, and Personal Selling to deals its targets. Personal selling is the dominant marketing communications mix conducted by the magazine Djaka Lodang. Besides that, the effort to maintain customer loyalty are seen in the Customer Retention program according to the theory of Philip Kotler. In the context of Djaka Lodang magazine, the program is manifested in the improvement of service quality and the content quality of Djaka Lodang magazine.Researchers also found many factors that affect customer loyalty Djaka Lodang Magazine including high switching barriers , image Djaka Lodang magazine and lower customer expectations on quality Lodang Djaka magazine. Keywords : Marketing Communication, Customer Loyalti, Customer Retention

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Aris Setiyoko
    Date Deposited: 30 Mar 2017 17:30
    Last Modified: 30 Mar 2017 17:30
    URI: https://eprints.uns.ac.id/id/eprint/32902

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