Combination Of Integrated Marketing Communication and Brand Equity Baitul Maal Wat Tamwil in Maintaining Customer Loyalty

Abstract

This research aims to find out how the combination of integrated marketing communication and brand equity has a technical role for BMT in maintaining and increasing the loyalty of BMT UGT Nusantara Arosbaya members. The research method used is qualitative research with a field research approach, namely explaining, describing and describing problems that are closely related to this research. The research results show that marketing communication and brand equity to maintain member loyalty is by using integrated marketing communication, which combines a marketing concept from many promotional elements to the public in a structured and integrative manner, which is called the marketing communication mix. "The combination of integrated marketing communications strategy and brand equity of BMT UGT Nusantara is able to maintain member loyalty and has been running effectively with a mix of word of mouth promotion, personal touch and personal selling so that it can be seen from the consistency of customers' transactions."