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      "title": "STRATEGI KOMUNIKASI PEMASARAN PO. ARUM SARI DALAM\r\nMENINGKATKAN LOYALITAS PELANGGAN",
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      "abstract": "Penelitian ini bertujuan untuk mengetahui bagaimana PO. Arum Sari Trans\r\nmenerapkan strategi komunikasi pemasaran untuk membuat pelanggan tetap setia\r\nmenggunakan jasanya. Di tengah banyaknya pesaing dalam bisnis transportasi\r\ndarat, khususnya bus pariwisata dan antarkota, perusahaan tidak cukup hanya\r\nmemberikan layanan yang nyaman, tetapi juga harus bisa menjaga hubungan baik\r\ndengan pelanggan. Dalam proses berjalannya penelitian ini sesuai dengan teori\r\nIntegrated Marketing Communication (IMC), merupakan sebuah konsep yang\r\ndapat memaksimalkan komunikasi secara menyeluruh dengan menggabungkan\r\nperanan-peranan strategi komunikasi secara jelas dan selaras. Penelitian ini\r\nmenggunakan metode kualitatif deskriptif. Data diperoleh melalui wawancara\r\ndengan pihak perusahaan dan pelanggan, serta melalui pengamatan dan\r\ndokumentasi. Hasil penelitian menunjukkan bahwa PO. Arum Sari Trans\r\nmenggunakan berbagai cara dalam menyampaikan promosi, seperti lewat media\r\nsosial, pelayanan ramah, dan menjaga pesan yang konsisten kepada pelanggan.\r\nStrategi ini terbukti membantu membuat pelanggan merasa puas dan kembali\r\nmenggunakan jasa PO. Arum Sari. Penelitian ini menyarankan agar perusahaan\r\nterus mengembangkan cara komunikasi yang sesuai dengan kebutuhan pelanggan\r\ndan memanfaatkan media digital dengan lebih maksimal.",
      "date": "2026-02-10"
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