STRATEGI KOMUNIKASI PT. ST MORITA INDUSTRIES DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN

Abstract

This research is about communication strategies used by PT. St. Morita in maintaining customer loyalty. PT. St. Morita cikarang branch has been established for six years and now its customers have reached hundreds to date and continue to grow every month. PT. St. Morita is a local company engaged in packaging parts industry of adhesive tapes of international quality because the production is equipped with an R & D team (Research and Development). In this study the method used was descriptive qualitative method with five informants, they were two from PT. St. Morita and three customer loyalty of PT. St. Morita. Then the data obtained from interviews were analyzed based on communication strategy stated by Fill, which states that communication strategies are divided into three parts, namely: Pull Strategy, Push Strategy and Profile Strategy.