Marketing Strategy on Hijabelle Muslim in Maintaining Customer Loyalty in the City of Palembang
DOI:
https://doi.org/10.31851/jmwe.v23i1.21593Keywords:
Motivation, Work Competence, Leadership, Employee PerformanceAbstract
This study aims to test the hypothesis of the influence of Marketing Strategy on Hijabelle Muslim in maintaining Customer Loyalty in the city of Palembang. The population of this study were all customers who had ever purchased Hijabelle Muslim products who were domiciled in the city of Palembang. The sampling technique was random sampling, with the criteria of customers who had made more than one purchase and had recommended Butik Hijabelle Muslim to others, the number of samples was 100 respondents. The research method used was a qualitative descriptive approach. with the data collection techniques that the author used were through observation, interviews, and documentation. while the data analysis used was qualitative descriptive. Based on the research results, the Marketing Strategy carried out by Hijabelle Muslim in the city of Palembang to maintain customer loyalty uses an emotional and functional approach in building customer loyalty, including product quality, customer satisfaction, service quality, customer satisfaction, price, and customer loyalty.
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