STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN LOYALITAS KONSUMEN PADA WAHYU MULYO COLLECTION KLATEN

Abstract

The development of the textile industry is currently growing rapidly. Many clothing products have sprung
up highlighting their respective advantages which have made the clothing business competition even
tougher. The purpose of this study was to determine marketing communication strategies in increasing
consumer loyalty to Wahyu Mulyo Collection. This research used a qualitative descriptive approach
where the researcher wanted to describe the facts, phenomena, variables and circumstances that
occurred in the Wahyu Mulyo Collection during the research. The sampling technique used is a
purposive sampling technique where the sampling technique is a source of data with certain
considerations. Data collection was carried out at Wahyu Mulyo Collection Klaten with interviews,
observation and documentation. Data analysis techniques used include data collection, data reduction,
data presentation, and verification. From the research that has been done, it was found that Wahyu
Mulyo Collection applies all marketing communications, namely advertising, personal selling, sales
promotion, public relations and direct marketing in an effort to increase consumer loyalty. The existence
of this marketing communication facilitates the approach with consumers. Some consumers show interest
in the Wahyu Mulyo Collection to make repeated purchases and recommend it to other consumers.