ADAPTASI NEW ENTRANTS MENGGUNAKAN STRATEGI MARKETING DENGAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN

Jean Richard Jokhu
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Abstract

Penelitian ini berupaya untuk mengetahui strategi perusahaan new entrants dalam industri sportswear di Indonesia. Dengan menggunakan perspektif WOM sebagai salah satu faktor lingkungan yang memengaruhi loyalitas pelanggan. Dengan menggunakan proses analisis konfirmatori penelitian ini menggunakan PLS dalam menganalisis data. Jumlah responden berhasil dikumpulkan 77 sampel. Hasilnya penelitian ini menemukan promosi berperan penting dalam strategi Onitsuka memenangkan loyalitas pasar Indonesia. WOM juga berperan penting dalam meningkatkan loyalitas pasar Indonesia. Lebih lanjut penelitian ini menemukan strateegi perusahaan yaitu marketing 4Ps mampu menjelaskan WOM secara simultan. Dengan menggunakan strategi marketing yang berfokus pada harga, promosi, lokasi, dan produk perusahaan dapat meningkatkan WOM yang beredar di masyarakat sehingga dapat memengaruhi loyalitas pelanggan bagi perusahaan new entrants khususnya dalam industri sportswear di Indonesia

 

This study purposed is to find out the strategy of the new entrants company in the sportswear industry in Indonesia. By using the WOM perspective as one of the environmental factors that influence customer loyalty. By using the confirmatory analysis process this study uses PLS in analyzing data. The number of respondents successfully collected 77 samples. As a result this research found that promotion is important for Onitsuka strategy to win the loyalty of the Indonesian market. WOM also plays an important role in increasing the loyalty of the Indonesian market. Furthermore, this study found that 4Ps marketing companies were able to explain WOM simultaneously. Adopting marketing strategies that focus on price, promotions, locations and company goods can increase WOM's circulation in the society in order to thrust consumer loyalty toward new entrant companies, particularly in Indonesia's sportswear industry

Keywords

Marketing Mix; Word of Mouth; Loyalitas Pelanggan; Customer Loyalty

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