BAURAN KOMUNIKASI PEMASARAN DALAM PROGRAM MENINGKATKAN LOYALITAS PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA PUSPITANIA MAKE UP ARTIST YOGYAKARTA)

Inez Audrey Meilani, NIM.: 19107030116 (2023) BAURAN KOMUNIKASI PEMASARAN DALAM PROGRAM MENINGKATKAN LOYALITAS PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA PUSPITANIA MAKE UP ARTIST YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Nowadays, applying makeup is not a new thing in today's society, especially for women because they have known and used cosmetics for a long time. Many women who need makeup services because they feel insecure about their appearance when attending certain events. Therefore, to change their appearance when attending certain events, women need the help of a make up artist. One of them Make Up Artist who is famous among the people in Yogyakarta is Puspitania Make up Artist. The purpose this research’s to analyze the marketing communication mix at Puspitania Make Up Artist Yogyakarta in increasing customer loyalty. This research uses the marketing communication mix theory and increasing customer loyalty Rambat Lupiyoadi. This type of research uses descriptive qualitative research with data collection methods, namely interviews, observation, and documentation.The results showed seven applications in the marketing communication mix carried out by Puspitania Make Up Artist, namely Product, Price, Place, Promotion, Process, and Physical Evidence in the program to increasing customer loyalty, there is a reward program for repeat purchases and the formation of a marketing data base. It can be concluded that with the marketing communication mix, customer loyalty at Puspitania Make Up Artist increases significantly every year as a whole.

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