Analisis Strategi Pemasaran Indomaret dalam Memperkuat Consumer Loyalty, Komparatif dengan Kios dan Grosir Tradisional (Studi pada Indomaret Cabang Simpang Seumadam, Aceh Tamiang)
Kata Kunci:
Marketing Strategy, Consumer, Loyalty, Marketing Mix concept (4P), Strategi PemasaranAbstrak
This study aims to compare marketing strategies, as well as identify and analyse the factors that influence consumer loyalty at Indomaret Simpang Seumadam, and compare it with traditional kiosks and wholesalers. This research is a Descriptive Qualitative Research with data collection techniques through observation, in-depth interviews, and documentation. The research subjects are the head of the store, employees, and consumers of Indomaret Simpang Seumadam Branch, as well as owners and consumers of traditional kiosks and wholesalers. Data analysis techniques through three stages, namely data reduction, data presentation, and conclusion drawing. The results showed that: (1) The difference between the marketing strategies of Indomaret Simpang Seumadam Branch and traditional kiosks and wholesalers to strengthen consumer loyalty is analysed using the Marketing Mix (4P) concept, namely product, price, place, and promotion. The results showed that traditional kiosks and wholesalers excel in terms of products, because they are able to provide complete goods and stock that is always available, as well as in terms of prices that tend to be cheaper, flexible, and negotiable. In contrast, Indomaret excels in terms of space, as it has a comfortable, clean and well-organised modern store design, and in terms of more active, innovative and sustainable promotions, including through the use of digital applications (MyIndomaret), social media and loyalty point programmes. (2) What factors influence consumer loyalty at Indomaret Simpang Seumadam comparative with traditional kiosks and wholesalers, analysed using customer value, brand image, and product quality. The results show three main factors that influence consumer loyalty, customer value, where Indomaret excels functionally through convenience, comfort, product safety, and promos and rewards, while traditional kiosks emphasise emotional values such as proximity, payment flexibility, and quick access. Brand image, where Indomaret has a strong and consistent image nationwide, while loyalty to kiosks is more personalised due to the lack of a standardised image. And finally on product quality, both offer relatively the same quality of goods, but differ in arrangement and management systems
Unduhan
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