MEMBANGUN BRAND ADVOCACY PADA ERA KONEKTIVITAS 4.0 (Studi Deskriptif Kualitatif pada Biro Umroh Rihaal Yogyakarta)

Achmad Nawfal Karim, 15730081 (2019) MEMBANGUN BRAND ADVOCACY PADA ERA KONEKTIVITAS 4.0 (Studi Deskriptif Kualitatif pada Biro Umroh Rihaal Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

Indonesia is the country sending the most Hajj pilgrims in the world, and the second highest country with the highest number of Umrah pilgrims in 2018. Answered large market demands, many umroh travel agencies have emerged. At present, there are 906 umroh travel agencies in Indonesia. The era of connectivity that changed the loyalty model that was once a repeat purchase, is now a brand advocacy. Brand advocacy is the phase where brands are recommended to others. Rihaal which is a newcomer to the world of Umrah travel agency built brand advocacy or it consumers. This study aims to analyze how Rihaal built brand advocacy in the era of connectivity. This research uses descriptive qualitative method with in-depth interview data collection methods and documentation. In this study, researchers analyzed how to build brand advocacy using the 5A path customer concept which consists of Aware, Appeal, Ask, Act, and Advocate, which was proposed by Hermawan Kartajaya. The results show that in building brand advocacy, Rihaal optimizes at every 5A customer path stage

Item Type: Thesis (Skripsi)
Additional Information: Drs. Bono Setyo, M.Si
Uncontrolled Keywords: Brand Advocacy, Loyalty, Customer Path 5A
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: SH Harniyati
Date Deposited: 20 Aug 2020 20:46
Last Modified: 20 Aug 2020 20:46
URI: http://digilib.uin-suka.ac.id/id/eprint/40500

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