PENGARUH KOMUNIKASI PEMASARAN TERPADU BERBASIS ETIKA DALAM MENCIPTAKAN NILAI PELANGGAN DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN SUSU FORMULA`BAYI DI INDONESIA

Abstrak

WHO issued a code of marketing for breast milk substitutes, and the Minister of Health of the Republic of Indonesia reinforce the code by issuing Kepmenkes 237/IV/Menkes/1997 and 450/IV/Menkes/2004. High competition sparked integrated marketing communications competition getting tougher by the creativity and commitment levels vary in response to the company's "code of conduct" governing. The situation is not getting better because less effective ethics enforcement and the mutual need between the customer / as recomendator health workers and companies. This research was conducted to assess the ethicsbased integrated marketing communications in creating customer value and its impact on customer loyalty in infant formula in Indonesia. The survey was conducted in Jakarta, Surabaya, Makassar and surroundings. The unit of analysis is the health care physicians, pediatricians, midwives and nurses. In this study, interviews were conducted to a depth of industry players to enggali phenomenon in the industry and conducted surveys to obtain primary data on health personnel. Sampling is done by random sampling and stratified random sampling. Primary data were then processed using structural equation modeling (SEM). The study results indicate that ethics-based integrated marketing communications showed a significant direct positive effect on customer value. Ethics-based integrated marketing communications directly no significant effect on loyalty. Ethics-based marketing communications through customer value can explain the effect on customer loyalty and the rest influenced by other variables not measured in this study. Customer value direct positive effect on customer loyalty significantly.