Komunikasi Pemasaran Need for Clean dalam Membangun Loyalitas Konsumen
DOI:
https://doi.org/10.29313/bcscm.v6i1.22966Keywords:
Komunikasi Pemasaran, Loyalitas Konsumen, InstagramAbstract
Abstract. The advancement of digital technology and the rise of social media have transformed marketing communication strategies, including in the cleaning services sector. Instagram has become an effective medium due to its ability to present interactive visual content and reach a broad audience. This study examines the marketing communication strategies implemented by Need For Clean through the Instagram account @nfcbdg.id to foster customer loyalty. The research aims to identify the service treatments provided, promotional strategies applied, and the role of Instagram in building long-term customer relationships. A qualitative case study approach was employed, collecting data through in-depth interviews with the owner and staff, direct observation of social media activities, and documentation of uploaded Instagram content. Findings indicate three key aspects: (1) personalized and educational services, such as information on shoe condition, service guarantees, loyalty card programs, and pick-up/delivery services; (2) varied promotional efforts, both offline (brochures, vouchers, student discounts) and online (educational content, before–after visuals, customer testimonials); and (3) leveraging Instagram as the primary platform to build brand identity, enhance two-way interaction, and strengthen emotional engagement. These strategies collectively create positive customer experiences, contributing to sustained loyalty.
Abstrak. Perkembangan teknologi digital dan media sosial mengubah strategi komunikasi pemasaran, termasuk di sektor jasa kebersihan. Instagram menjadi media efektif berkat konten visual interaktif dan jangkauan luas. Penelitian ini mengkaji strategi komunikasi pemasaran Need For Clean melalui akun @nfcbdg.id dalam membangun loyalitas konsumen. Tujuan penelitian meliputi identifikasi bentuk treatment pelayanan, strategi promosi, dan peran Instagram dalam hubungan jangka panjang dengan pelanggan. Metode yang digunakan adalah kualitatif dengan studi kasus, melalui wawancara mendalam dengan pemilik dan staf, observasi aktivitas komunikasi di media sosial, serta dokumentasi konten Instagram. Hasil menunjukkan tiga aspek utama strategi: (1) layanan personal dan edukatif, seperti informasi kondisi sepatu, garansi, loyalty card, dan layanan antar-jemput; (2) promosi variatif, baik offline (brosur, voucher, diskon pelajar) maupun online (konten edukasi, foto before-after, testimoni); serta (3) optimalisasi Instagram sebagai media identitas merek, interaksi dua arah, dan penguatan keterikatan emosional. Ketiga aspek ini saling melengkapi dan efektif menciptakan pengalaman positif yang mendorong terbentuknya loyalitas konsumen.
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