TY  - THES
N1  - Dr. Diah Ajeng Purwani, S.Sos., M.Si.
ID  - digilib74165
UR  - https://digilib.uin-suka.ac.id/id/eprint/74165/
A1  - Anggiya Dian Sekar Arum, NIM.: 18107030079
Y1  - 2025/08/13/
N2  - 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
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Marketing Communication Mix
KW  -  Customer Loyalty
KW  -  Ayasha Hijab
KW  -  Fashion Muslim
M1  - skripsi
TI  - STRATEGI BAURAN KOMUNIKASI PEMASARAN AYASHA HIJAB DALAM MEMPERTAHANKAN LOYALITAS KONSUMEN
DI YOGYAKARTA
AV  - restricted
EP  - 136
ER  -