STRATEGI KOMUNIKASI PEMASARAN DIGITAL FITUR HOLYFRIENDS PADA HOLYWINGS APP DALAM MEMBANGUN LOYALITAS PELANGGAN HW GROUP

Aulia, Shintia Rose (2026) STRATEGI KOMUNIKASI PEMASARAN DIGITAL FITUR HOLYFRIENDS PADA HOLYWINGS APP DALAM MEMBANGUN LOYALITAS PELANGGAN HW GROUP. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

ABSTRACT This study aims to analyze the digital marketing communication strategy implemented through the HolyFriends feature within the Holywings App in building customer loyalty of HW Group. HolyFriends is a social feature launched in May 2025 that integrates matching systems, real-time conversations, digital gifting, and automated keyword-based voucher triggers. This research employs a descriptive qualitative approach. Data were collected through in-depth interviews with the CRM Manager of HW Group, three active HolyFriends users, and one triangulation informant who is a digital marketing practitioner, as well as through application observation and document analysis. The study refers to the Integrated Marketing Communication (IMC) theory by Clow & Baack (2022) and the customer loyalty framework proposed by Mothersbaugh et al. (2019). The findings indicate that HolyFriends implements digital IMC strategies through interactive marketing (chat and matching features), content and native marketing (contextual vouchers), and behavioral targeting (keyword-triggered voucher automation). These strategies contribute to customer loyalty across three dimensions: cognitive loyalty (perception of innovation), affective loyalty (emotional attachment), and behavioral loyalty (60% increase in Monthly Active Users, higher visit frequency, and user recommendations). This study offers novelty by examining a social matching feature within the F&B industry as a digital marketing communication strategy, an area that has received limited academic attention. Theoretically, the findings reinforce the relevance of IMC in interactive digital environments. Practically, the study recommends the development of location-based advertising and enhanced user privacy protection mechanisms. Keywords: Digital Marketing Communication, Integrated Marketing Communication (IMC), Customer Loyalty

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Keywords: Digital Marketing Communication, Integrated Marketing Communication (IMC), Customer Loyalty
Subjects: Marketing > Branding (Marketing)
Marketing > Customer Relations Management (CRM)
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Shintia Rose Aulia
Date Deposited: 02 Mar 2026 07:38
Last Modified: 02 Mar 2026 07:38
URI: https://repository.bakrie.ac.id/id/eprint/13286

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