Year: 2025
Type: article
Abstract: Marketing Communication Strategy of Madani Minimarket in Maintaining Customer Loyalty" focuses on how the marketing communication strategy of Madani Minimarket in maintaining customer loyalty. To find out how the marketing strategy is: Market segmentation strategy, product strategy, price strategy. While to find out the marketing communication strategy is: advertising, sales promotion and publicity. The research method used by the author in this study is a qualitative research type. Data collection techniques used in this study are literature studies and field studies, namely field observations and in-depth interviews. The selection of informants is done through the observation process. Based on the results of the study, it was obtained that the marketing strategy used by Madani is market segmentation, products and prices. while the communication strategy used is advertising, sales promotion and publicity, namely by using online and offline media. Online is social media and offline is banners, pamphlets and the like to share information about products and price discounts
Author: Vransisca Kissya
Institution: Universitas Pattimura
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413738192