Pendekatan Konsep 4C (Customer Value, Cost to Customer, Convenience , and Communication) sebagai Strategi Promosi pada Dheandita Wisata
DOI:
https://doi.org/10.63822/mhr8zb07Keywords:
4C Marketing; Customer Value; Cost to Customer; Convenience; Communication; Promotional StrategyAbstract
The study entitled The 4C Concept Approach (Customer Value, Cost to Customer, Convenience, and Communication) as a Promotional Strategy at Dheandita Wisata aims to analyze the implementation of the 4C concept as a promotional strategy, identify its strengths and weaknesses, and examine the optimization level of each 4C dimension. This research employed a quantitative method with a descriptive approach. The population consisted of 100 customers of Dheandita Wisata, with 80 respondents selected through probability sampling using a simple random sampling technique. Data were collected through questionnaires, observation, and documentation, and analyzed using descriptive statistical analysis with IBM SPSS. The findings indicate that Customer Value achieved a mean score of 4.28 (very high), Convenience 4.23 (very high), Communication 4.19 (high), and Cost to Customer 4.16 (high). The highest score was obtained by Customer Value, with customer satisfaction recording a mean score of 4.38. All dimensions achieved scores above 4.00, indicating positive customer evaluations of the 4C implementation. The results suggest that customers place greater emphasis on service value and convenience than on cost considerations. Therefore, the implementation of the 4C concept as a promotional strategy at Dheandita Wisata has been effective, with Customer Value as the most optimized dimension and Cost to Customer as the lowest-rated dimension, although it remains within the high category.
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