Maintaining Brand Loyalty Through Integrated Marketing Communication (IMC): Insights from PT Dream Tours and Travel
Main Article Content
Putri Debby Iswara R.*
Oktaviana Purnamasari
The competitive Hajj and Umrah travel market struggles with brand loyalty due to intense competition, changing pilgrim numbers, and the importance of customer trust. Companies must use effective strategies to avoid losing market share. This research focuses on the implementation of Integrated Marketing Communication (IMC) by PT Dream Tours and Travel to retain customers. This research aims to analyze PT Dream Tours and Travel's Integrated Marketing Communication (IMC) implementation and brand loyalty. IMC was chosen as a concept approach to create consistent and effective marketing communication through various channels such as advertising, sales promotion, digital media, and public relations. IMC, as stated by Andrews & Shimp is a marketing approach that integrates various communication elements, such as advertising, sales promotion, direct marketing, public relations, and digital media, to create consistent messages and build long-term relationships with customers. This research uses a qualitative descriptive method with a case study approach. Data were collected through in-depth interviews, observation, and analysis of company documents. The main informants consisted of the management of PT Dream Tours and Travel and Umrah pilgrims. The results showed that the implementation of IMC by PT Dream Tours and Travel succeeded in increasing brand loyalty with integrated marketing methods and based on consumer needs. Consistent promotion through social media, banking partnerships, and special programs such as Hajj savings have proven effective in attracting new customers while maintaining relationships with existing customers.
Anggreni, L. S., Prajarto, N., & Kurnia, N. (2024). Urgency of identity communication issues research between 1983 to 2023: Bibliometric analysis. Multidisciplinary Reviews, 7(9), 2024191.
Bandak, A., & Anderson, P. (2022). Urgency and imminence: the politics of the very near future. Social Anthropology/Anthropologie Sociale, 30(4), 1–17.
Johnston, J. (2020). Public relations: Theory and practice. Routledge.
Kotler, P., & Armstrong, G. (2014). Manajemen Pemasaran: Analisis, Perencanaan, Implementasi, dan Kontrol. jakarta: PT Prehallindo.
Muayyad, D. M., & Gawi, A. I. O. (2016). Pengaruh kepuasan kerja terhadap produktivitas kerja pegawai bank syariah X kantor wilayah II. Jurnal Manajemen Dan Pemasaran Jasa, 9(1), 75–98.
Noor, F. S., Prahasta, Y. A., & Hermanto, H. (2024). The Evolution of Branding: Navigating the New Landscape of Consumer Trust. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 1172–1177. https://doi.org/10.31539/costing.v7i5.11727
Parwitasari, N. A. (2023). Komunikasi Pemasaran Teras Bocimi Kafe Dalam Meningkatkan Jumlah Konsumen Di Masa Pandemi. Jurnalika: Jurnal Ilmu Komunikasi, 7(1), 11–31.
Prasetyo, S. S., Berlianto, M. P., & Kho, A. (2024). The Crafting Unforgettable Dining Moments: The Impact of Brand Love, Satisfaction, and Trust on Customer Experience. Jurnal Nusantara Aplikasi Manajemen Bisnis, 9(2), 290–301.
Prayitno, S. (2021). Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital. CoverAge: Journal of Strategic Communication, 12(1), 27–39.
Risal, M., Ramadhani, M., Arianto, D., Dewa, B. ., Yusuf, A. ., & Harahap, B. (2024). Pengaruh Brand Experience terhadap Brand Loyalty Pengguna Yamaha Nmax melalui Brand Trust dan Brand Satisfaction. Studi Akuntansi, Keuangan, Dan Manajemen., 4(1), 181–192.
Sudirjo, F., Dizon, C. C. G., Rusmardiana, A., Deni, A., & Hantono, H. (2024). Sustainable marketing dilemmas: moral, ethical, and practical in business communication perspectives. Jurnal Studi Komunikasi, 8(1), 11–20.
Sumartini, A. R., & Mandasari, I. C. S. (2024). The Role of Satisfaction in Mediating the Relationship between Brand Trust and Brand Image towards Consumer Loyalty on E-Commerce Platforms. Jurnal Nusantara Aplikasi Manajemen Bisnis, 9(2), 290–301. https://doi.org/10.47191/jefms/v7-i10-27
Tahuman, Z. (2016). Analisis faktor-faktor yang mempengaruhi loyalitas pelanggan serta dampaknya terhadap keunggulan bersaing. Jurnal Riset Bisnis Dan Manajemen, 4(3), 445–460.
Taryana, A., & Retnowardhani, D. (2023). Peran Integrated Marketing Communication pada Perusahaan Media (Di Menara62. com–Media Dakwah Muhammadiyah). Jurnal Penelitian Inovatif, 3(2), 277–282.
Yaneva, R. (2022). Digital strategies for marketing relationships with customers. European Journal of Marketing and Economics, 5(2), 73–86.
Zhang, W. (2023). The Rise of Online Shopping after the Epidemic in the Perspective of Integrated Marketing Communication. Advances in Economics Management and Political Sciences, 5(1), 1–5.
