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STRATEGI BAURAN KOMUNIKASI PEMASARAN AYASHA HIJAB DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN DI YOGYAKARTA
The Muslim fashion industry is one that is presently expanding or growing in Indonesia. Styles of hijabs are always evolving, reflecting social media trends, particularly those worn by Instagram celebrities or influencers with large followings. Since every consumer has a particular taste in fashion, hijab businesses need to provide a large assortment of hijab styles. Ayasha Hijab is one of the hijab brands that well-liked by young people in Yogyakarta. The goal of this study is to examine how Ayasha Hijab uses strategic marketing communication to keep Yogyakarta consumer loyal. Descriptive qualitative research with data documentation is used in this kind of study. The finding indicated that Ayasha Hijab used eight communication mix: advertising, sales promotion, events and experiences, interactive marketing, direct marketing, word-of-mouth marketing, and private sales as part of program to boost customer loyalty. There are reward programs for repeat purchases, the formation of customer clubs, and a marketing database. It can be concluded that Ayasha Hijab has implemented a marketing communications mix with eight communication models through its marketing communications mix. In implementing the marketing communications mix, Ayasha Hijab also provides consumer programs in the form of discount vouchers, the formation of customer clubs, and the development of a marketing database. These efforts are effective and implemented by Ayasha Hijab to encourage repeat purchases, thereby maintaining customer loyalty. Keyword: Marketing Communication Mix, Customer Loyalty, Ayasha Hijab, Fashion Muslim
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 18107030079 Anggiya Dian Sekar Arum
STRATEGI BAURAN KOMUNIKASI PEMASARAN AYASHA HIJAB DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN DI YOGYAKARTA (Text)
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