Analisis Strategi Promosi Toko Kaelona dalam Mempertahankan Loyalitas Pelanggan di Lembang Raru Sibunuan Kecamatan Sangalla’ Selatan

Lodo’, Novita Kanda (2025) Analisis Strategi Promosi Toko Kaelona dalam Mempertahankan Loyalitas Pelanggan di Lembang Raru Sibunuan Kecamatan Sangalla’ Selatan. Scholar thesis, Institut Agama Kristen Negeri Toraja.

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Abstract

Novita kanda Lodo’. “Analisis Strategi Promosi Toko Kaelona Dalam Mempertahankan Loyalitas Pelanggan Dilembang Raru Sibunuan Kecamatan Sangalla’ Selatan Kabupaten Tana Toraja”, dalam bimbingan Sriyanti Rahayu Pabebang, M.M dan Vangky Asyer, M.Sn. Penelitian ini menganalisis efektivitas strategi promosi Toko Kaelona dalam mempertahankan loyalitas pelanggan di Lembang Raru Sibunuan, Kecamatan Sangalla’ Selatan, Kabupaten Tana Toraja. Pokok masalah penelitian ini adalah bagaimana efektivitas strategi promosi yang digunakan Toko Kaelona dalam upaya mempertahankan loyalitas pelanggan. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis strategi promosi Toko Kaelona dalam mempertahankan loyalitas pelanggan. Teori dasar yang digunakan adalah teori strategi promosi oleh Kotler dan Amstrong, yang mencakup periklanan, promosi penjualan, promosi, harga, kualitas layanan, dan kualitas produk. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data observasi dan wawancara, serta analisis data dengan reduksi data, penyajian data, analisis data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi promosi yang diterapkan oleh Toko Kaelona, meliputi periklanan melalui media sosial dan spanduk, promosi penjualan berupa diskon dan potongan harga, serta pelayanan yang ramah dan produk berkualitas baik, efektif dalam mempertahankan loyalitas pelanggan. Kata Kunci: Strategi Promosi, Loyalitas Pelanggan, Toko Kaelona, Kualitas Produk, Kualitas Layanan. ABSTRACT Novita Kanda Lodo'. "Analysis of Kaelona Store's Promotion Strategy in Maintaining Customer Loyalty in Lembang Raru Sibunuan, South Sangalla’ District, Tana Toraja Regency," under the guidance of Sriyanti Rahayu Pabebang, M.M and Vangky Asyer, M.Sn. This research analyzes the effectiveness of Kaelona Store's promotion strategy in maintaining customer loyalty in Lembang Raru Sibunuan, South Sangalla’ District, Tana Toraja Regency. The main problem investigated in this study is the effectiveness of the promotion strategy used by Kaelona Store in an effort to maintain customer loyalty. The purpose of this research is to identify and analyze Kaelona Store's promotion strategy in maintaining customer loyalty. The main theory used in this research is the promotion strategy theory proposed by Kotler and Amstrong, which covers key areas such as advertising, sales promotion, promotion, pricing, service quality, and product quality. This research employs a qualitative method by conducting observations, interviews, and analyzing data using data reduction, data presentation, data analysis, and conclusion drawing techniques. The research results indicate that the promotion strategy implemented by Kaelona Store, including advertising through social media and banners, sales promotions such as discounts and price cuts, as well as friendly service and good quality products, is effective in maintaining customer loyalty. Keywords: Promotion Strategy, Customer Loyalty, Kaelona Store, Product Quality, Service Quality.

Item Type: Thesis (Scholar)
Subjects: H Social Sciences > HF Commerce
Depositing User: am andarias manting
Date Deposited: 22 Jul 2025 11:29
Last Modified: 22 Jul 2025 11:29
URI: http://digilib-iakntoraja.ac.id/id/eprint/4637

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