KOMUNIKASI PEMASARAN PISANG GORENG KIPAS KUANTAN II DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN SEBAGAI PUSAT OLEH-OLEH KOTA PEKANBARU

The research is backed This research was motivated by the tight competition of food stores in Pekanbaru. Therefore, Kuantan II Special Fried Bananas (Pisang Goreng Kipas) should have a strategy to attract the customer interest. Marketing communication is an effective way to improve the customer loyalty and market the products. The research problem is how The Marketing Communication of Kuantan II Special Fried Bananas (Pisang Goreng Kipas) in Keeping Customer Loyalty as Special Food of Pekanbaru is. The research objective is to know The Marketing Communication of Kuantan II Special Fried Bananas (Pisang Goreng Kipas) in Keeping Customer Loyalty as Special Food of Pekanbaru. This thesis uses descriptive qualitative methods. Data were collected from observation, interview, and documentation. This thesis uses marketing communication theory proposed by Fandy Tjiptono, namely mass selling, sale promotion, public relations, personal sale, and direct marketing. This thesis finds that Kuantan II Special Fried Bananas (Pisang Goreng Kipas) has marketing communication activities such as partnership program, socialization, media publication, discount and promotion products and direct sale. This thesis concludes that the marketing communication of Kuantan II Special Fried Bananas (Pisang Goreng Kipas) has a role in keeping the customer loyalty. This can be seen from the customers satisfied for the services provided. The customer complaint is handled well. Its sale products increase. The product distribution is also wider