STRATEGI KOMUNIKASI PEMASARAN PADA EVENT FESTIVAL FOODIES PALEMBANG DALAM MEMBANGUN BRAND IMAGE

FRATAMA, M. DANIEL and Musdalifah, Farisha Sestri and Adam, Ryan (2024) STRATEGI KOMUNIKASI PEMASARAN PADA EVENT FESTIVAL FOODIES PALEMBANG DALAM MEMBANGUN BRAND IMAGE. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to find out how marketing communication strategies are implemented at the Festival Foodies Palembang in building brand image. The theory used in this research is the integrated marketing communication theory which consists of five dimensions, namely advertising, personal selling, direct marketing, promotion, public relations and publicity. The methods used in this research are interviews, observation and documentation studies. Validity using source triangulation. The results of this research show that the Palembang Foodies Festival applies five dimensions of integrated marketing communication in the form of using social media and conventional media, implementing direct massage and comment features on Instagram, carrying out sales promotions, and collaborating with other parties such as influencers.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Acara, Festival, Komunikasi, Kuliner, Pemasaran
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	M. Daniel Fratama
Date Deposited:	16 Jul 2024 01:51
Last Modified:	16 Jul 2024 01:51
URI:	http://repository.unsri.ac.id/id/eprint/151105

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