Komunikasi pemasaran terpadu pada toko kelontong untuk meningkatkan kualitas layanan publik
Abstract
Integrated marketing communications is a crucial approach in marketing communications strategic planning, seeking to integrate and align various elements to achieve clarity, consistency and optimal communication impact. The application of IMC and various forms of integrated marketing communications is essential to improve the quality of public services. This research explores the concept of IMC and related marketing theories, such as Sales Promotion, Personal Selling, and Customer Relationship Management (CRM), to understand their influence on the relationship between sellers, buyers, and suppliers of goods. IMC theory highlights the importance of coordinating marketing communications elements to achieve goals effectively. The results of observations at Pak Solikin's grocery store show that interactions between sellers and buyers, as well as relationship management with suppliers, have a significant impact on the quality of public services. Analysis of Sales Promotion and Personal Selling programs provides insight into how short-term incentives and personal presentations can influence customer purchasing behavior. In addition, the application of CRM theory in overcoming obstacles to customer debt payments shows the need to understand customer needs and provide appropriate solutions. Integration of various forms of marketing communications is the key to improving the quality of public services, strengthening relationships with customers, and achieving higher customer satisfaction. This research contributes to exploring a deeper understanding of how the application of the IMC concept can optimize public services at Pak Solikin's grocery store and design a more effective marketing strategy overall.
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