Analysis of the Utilization of Direct and Online Marketing to Increase Customer Retention
DOI:
https://doi.org/10.32506/joes.v7i1.846Keywords:
Direct marketing, Online Marketing, Customer RetentionAbstract
This research uses a qualitative research method with a literature review approach to explore the impact of direct and online marketing strategies on improving customer retention. The results of this study reveal that direct marketing enables deeper interaction with customers, while online marketing provides greater flexibility and access. The integration of these strategies, supported by analytics and customer data, plays a key role in creating a cohesive customer experience. Factors such as customer satisfaction, trust, brand loyalty, and service quality also figure prominently in understanding customer retention, providing a practical view of the real-world application of these strategies, and confirming the importance of utilizing direct and online marketing wisely to achieve effective customer retention goals.
Downloads
References
Anggraeni, D., Tasha, V. G., & Ahmad, R. (2023). Implementasi Komunikasi Pemasaran PT. DSP dalam Mempertahankan Konsumen. Warta Ikatan Sarjana Komunikasi Indonesia, 6(1), Article 1. https://doi.org/10.25008/wartaiski.v6i1.212
Balaka, M. Y., Kuswinardi, J. W., Wilyadewi, I. I. D. A. Y., Efendi, B., & Zulfikhar, R. (2023). Aplikasi Mobile dalam Pemasaran Digital: Analisis Literatur tentang Pengaruhnya terhadap Keuangan dan Strategi Pemasaran Bisnis. Jurnal Pendidikan Tambusai, 7(3), 21979–21988. https://doi.org/10.31004/jptam.v7i3.10002
Cahyono, B., Amboningtyas, D., Haryono, A. T., & Malik, D. (2017). ANALISA KEKUATAN STRATEGI PEMASARAN MELALUI ONLINE MARKETING, OFFLINE MARKETING DAN SERVICE EXCELLENT TERHADAP LOYALITAS KONSUMEN PT. ADINATA GRAHA RAYA KALIWUNGU DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING. Journal of Management, 3(3), Article 3. http://jurnal.unpand.ac.id/index.php/MS/article/view/714
Hanafi, A., & Wahab, Z. (2016). PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP KEPUTUSAN PEMBELIAN PENGUNJUNG SERTA DAMPAKNYA PADA KEPUTUSAN PERPANJANGAN SEWA PENYEWA KIOS DI PALEMBANG SQUARE MALL (PS MALL). Jurnal Manajemen, 20(3), Article 3. https://doi.org/10.24912/jm.v20i3.20
Hasan, A. (2015). Tourism Marketing. Media Pressindo.
Nuraisyah, N., Haryono, D., & Lutfiani, L. (2023). PELATIHAN STRATEGI DIGITAL MARKETING BAGI USAHA MIKRO KECIL DAN MENENGAH (UMKM) DI KECAMATAN SARJO (MEMBENTUK DAN MENDUKUNG PENGEMBANGAN WIRAUSAHAWAN MUDA DAN PEMULA). Publikasi Ilmiah Bidang Pengabdian Kepada Masyarakat (SIKEMAS), 2(2), Article 2. https://doi.org/10.47353/sikemas.v2i2.1285
Pangkey, D. A. P. J., & Lintong, E. H. (2023). PERILAKU KONSUMEN Memahami Motivasi dan Keputusan Pembelian. https://badanpenerbit.stiepari.org/index.php/stieparipress/article/view/163
Rosalina, V., Malik, A., & Perwitasari, E. (2017). Sosialisasi Pentingnya Customer Relationship Management (CRM) dalam Upaya Meningkatkan Retensi Pelanggan pada Usaha Mikro Kecil dan Menengah (UMKM) di Cilegon | Wikrama Parahita: Jurnal Pengabdian Masyarakat. https://e-jurnal.lppmunsera.org/index.php/parahita/article/view/381
Widjaja, W., Syahril, L. M., Sudi, M., & Hamidah, E. (2023). Pelatihan Strategi Komunikasi Pemasaran Online dalam Meningkatkan Brand Awareness di UMKM. SABAJAYA Jurnal Pengabdian Kepada Masyarakat, 1(3), Article 3. https://doi.org/10.59561/sabajaya.v1i3.66
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Reni Rahmawati, Lilis Sulastri
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
