Abstract:
Nothing customer and community satisfaction is the primary goal of every companies
that embrace the marketing concept. The marketing concept which teaches the
formulation of the marketing strategy as a preferred plan to achieve that goal, must be
based on the customer needs and desires. Every company requires appropriate
integrated marketing communications strategy or Integrated Marketing Communication
(IMC). Riau Pos is one company that chose Integrated Marketing Communication
(IMC) strategy in sustaining their customers. This study aims to analyze Riau Pos
strategy of Integrated Marketing Communication (IMC) in sustaining their customers.
This study also aimed to know the obstacles faced by Riau Pos in carrying out the
Integrated Marketing Communication (IMC) strategy.
The method used in this research is descriptive qualitative. The data collection
technique used include observation, interview, and documentation. Further sampling to
informants conducted using purposive sampling technique. The number of subjects of
this research is nine. The participatory extension techniques and triangulation is used
to check the validity of the research data.
The results indicate the strategy used by Riau Pos in sustaining their customers using
Integrated Marketing Communication (IMC) strategy in the form of advertising, direct
marketing, public relations, sponsorship, merchandising, social media and website. The
strategy used by Riau Pos is received positively by the customers. The strategy makes
the customer to remain loyal to Riau Pos. In carrying out Integrated Marketing
Communication (IMC) strategy, Riau Pos experiencing problems such as Human
Resources (HR), technical issues and news content issues. Obstacles are apparently
disturbed the customer although the customer does not decide to unsubscribe.
