Analysis integrated marketing communication by e-commerto to improve the customer loyality (Descriptive study in hijup.com and muslimarket.com)

Nastiti Esti Wulandari, Nadia Wasta Utami

Abstract

The number of company Business with e-commerce in Indonesia is growing, it’s make a variety creates effective Integrated marketing communication to improve the customer loyality. The emergence of e-commerce makes competition to atract customers. Some of like Hijup and Muslimarket, both of them are e-commerce but it has a different concept. Hijup as a Fashion muslim e-commerce and Muslimarket has concept as a Halal market complete. This both of E-commerce has difference integrated marketing communication to created a consumer loyality. The purpouse of this research is to known the Integrated marketing communication from Hijup and Muslimarket as a e-commerce to improve the consumer loyallity By using qualitative descriptive method, also netnography method and contructivisme paradigm to improve the consumer loyality by integrated marketing communication. This research result is show that before Hijup and Muslimarket do integrated marketing communication make analysis of oppurtunities, analysis of competitive and market segmentation, determine the price and promotion. In promotion mix to improve the consumer loyality Hijup make many strategy in Advertising, Sales and promotion, personal selling, direct marketing and event promotion. Besides that, Muslimarket more focused in social media and newsletter. However in promotion mix Muslimarket strategy by using personal selling, sales and promotion, and direct marketing. The result of this research is shown that, there is a uniqued fom Hijup and Muslimarket. Hijup have a good customer service and world wide free shipping, Muslimarket with the campaignâ€Berinfaq di Muslimarket’’ in personal selling.


Keywords: Integrated marketing communication; consumer loyality; E-commerce; Hijup; Muslimarket;

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References

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