<mets:mets OBJID="eprint_32515" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-08-01T11:01:53Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_32515_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>ANALISIS KOMUNIKASI PEMASARAN DALAM MENINGKATKAN&#13;
LOYALITAS PELANGGAN  &#13;
(STUDI KASUS PADA JOGJA MUSIC SCHOOL GODEAN)</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Muhammad</mods:namePart><mods:namePart type="family">Fachriansyah</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini dilatarbelakangi oleh antusias siswa untuk mendaftar dan tetap&#13;
memilih kusus musik di Jogja Music School. Tujuan penelitian ini adalah untuk&#13;
menganalisis komunikasi pemasaran dalam meningkatkan loyalitas pelanggan pada&#13;
Jogja Music School Godean. Penelitian ini menggunakan pendekatan kualitatif&#13;
dengan metode studi kasus melalui wawancara mendalam dan observasi terhadap&#13;
komunikasi pemasaran Jogja Music School. Hasil penelitian menunjukkan bahwa&#13;
Komunikasi pemasaran yang digunakan Jogja Music School dalam meningkatkan&#13;
loyalitas pelanggan dengan menggunakan bauran promosi pemasaran melalui&#13;
periklanan, promosi penjualan, penjualan personal, hubungan masyarakat,&#13;
pemasaran langsung, acara dan pengalaman, serta paling dominan di bagian&#13;
pemasaran online dan media sosial. Periklanan melalui Baliho dan spanduk yang&#13;
dipasang membentuk loyalitas kognitif. Promosi penjualan dengan memberikan&#13;
diskon pada awal pendafataran dan menggunakan influencer membentuk loyalitas&#13;
kognitif. Penjualan personal dengan membalas pesan melalui media sosial&#13;
Instagram, Tiktok, dan Facebook dapat memberikan informasi membentuk&#13;
loyalitas kognitif. Hubungan masyarakat yang dilakukan dengan memberikan&#13;
kualitas pelayanan dan komunikasi yang jelas membentuk loyalitas tindakan.&#13;
Pemasaran langsung kepada siswa dan orang tua siswa menggunakan media&#13;
WhatsApp dan Instagram dengan menyampaian informasi mengenai kurus musik&#13;
membentuk loyalitas kognitif. Pemasaran online dan media sosial pada platform&#13;
TikTok, Instagram dan Facebook dimanfaatkan untuk menyampaikan informasi&#13;
yang jelas membetuk loyalitas afektif. Acara dan pengalaman dengan&#13;
menyelenggarakan kegiatan konser rutin di Mall dan grand konser tahunan di&#13;
Taman Budaya membentuk loyalitas afektif.</mods:abstract><mods:classification authority="lcc">302.2 Ilmu Komunikasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-02-19</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ekonomi &amp; Sosial</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_32515"><mets:rightsMD ID="rights_eprint_32515_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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