BAURAN KOMUNIKASI PEMASARAN DALAM MENINGKATKAN LOYALITAS PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA PERSEWAAN BUSANA PENGANTIN NEIRA WEDDING ATTIRE)

Amadea Diella Ramadhania, NIM.: 22107030107 (2026) BAURAN KOMUNIKASI PEMASARAN DALAM MENINGKATKAN LOYALITAS PELANGGAN (STUDI DESKRIPTIF KUALITATIF PADA PERSEWAAN BUSANA PENGANTIN NEIRA WEDDING ATTIRE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the 7P marketing mix communication (product, price, place, promotion, people, process, physical evidence) implemented by Neira Wedding Attire Yogyakarta to enhance customer loyalty amidst intense competition in the wedding attire rental industry in Yogyakarta, and which marketing communication strategies are key to retaining customers. Employing a descriptive qualitative approach grounded in Kotler & Keller's marketing theory and Noordhoff's theory of customer loyalty which encompasses brand recommendations, minimal complaints, retention, and willingness to pay a premium data were collected through in-depth interviews, direct observation, and documentation. The primary informant was the owner of Neira Wedding Attire, who provided comprehensive strategic and operational insights, while data triangulation was achieved through an interview with Nisrina Amalia, a loyal customer, whose perspectives served to verify and cross-check the owner's claims and observational findings. The results indicate that five elements contribute significantly: product through fabric quality, unique designs, and collection variety; price through affordability and cost transparency; people through friendliness, professionalism, and personalized service; process through a systematic service workflow and schedule flexibility; and physical evidence through cleanliness, boutique comfort, and adequate supporting facilities. Meanwhile, the "place" element had a limited contribution due to a less-than-strategic location, and "promotion" was not yet optimal due to inconsistent social media management deficiencies confirmed by both the owner's self-assessment and customer feedback. Customer loyalty to Neira Wedding Attire is reflected in high word-of-mouth recommendations, minimal complaints, low switching to other vendors, and customers' willingness to pay more for the initial rental service, all consistently verified across owner statements, customer experience, and observational documentation. This study provides a theoretical contribution to the development of marketing communication research in the service industry and a practical contribution to similar businesses in formulating effective marketing communication strategies to sustainably increase customer loyalty.

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