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All Journal JURNAL ILMIAH MANAJEMEN & BISNIS
Rini Astuti Astuti
Universitas Muhammadiyah Sumatera Utara
Decision Sciences, Operations Research & Management

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Pemasaran Digital Terintegrasi Terhadap Loyalitas Pelanggan Asrizal Efendy Nasution; Linzzy Pratami Putri; Rini Astuti Astuti
JURNAL ILMIAH MANAJEMEN & BISNIS Vol 23, No 2 (2022): Oktober 2022 - Maret 2023
Publisher : UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/jimb.v23i2.8474

Abstract

Purpose - This study aims to determine the right promotion concept for 212 Mart Medan with variables studied are sales promotion, advertising, direct marketing and public relations in increasing customer loyalty.Methodology - Data collection is done through a questionnaire with a sampling technique used random sampling by using 100 customers of 212 Mart Medan. Data processing using Structural Equation Model (SEM) analysis.Findings - The results of this study indicate that the variables of sales promotion, advertising, direct marketing and public relations have a significant influence on customer loyalty at 212 Mart Medan.Originality/Novelty - Digital marketing model through the Website, Facebook (FB), Instagram IG), and Whatsapp Group (WAG) which are integrated with social media owned by FOSIL BKM MEDAN as a forum for gathering representatives of mosque management to mobilize Muslims united to build sharia economy through shopping at 212 Mart Medan.Implications - With the availability of those media, 212 Mart Medan can be used as a place for sales promotion, advertising, direct marketing, public relations in an effort to increase customer loyalty
Co-Authors Asrizal Efendy Nasution Linzzy Pratami Putri