STRATEGI KOMUNIKASI PEMASARAN PESONA BARI SONGKET PALEMBANG DALAM MENINGKATKAN DAYA BELI KONSUMEN

APRILLITA, AUDY and Andarini, Rindang Senja and Karerek, Karerek (2025) STRATEGI KOMUNIKASI PEMASARAN PESONA BARI SONGKET PALEMBANG DALAM MENINGKATKAN DAYA BELI KONSUMEN. Undergraduate thesis, Sriwijaya University.

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Abstract

ABSTRACT This study aims to find out the marketing communication strategy carried out by Pesona Bari Songket Palembang in an effort to increase the purchasing power of songket consumers in Palembang City. This study uses a descriptive qualitative method with data collection techniques through interviews and observations. The results of the study found that: (1) In the advertising dimension, the strategy used is to utilize social media as the main platform to market products; (2) Personal sales dimension, Customer Relationship Management (CRM) strategy implemented to maintain direct communication with customers, increase consumer buying interest, and build customer loyalty; (3) In the dimension of sales promotion, customer loyalty programs are carried out through various activities such as participation in events, workshops, and direct marketing at the songket gallery which is tailored to market segmentation and certain moments; (4) In the public relations (PR) dimension, the PR team acts as a liaison between the company and external parties, including business partners, communities, and the media to ensure harmonious relationships and support business growth; (5) In the direct marketing dimension, the customer database management system is strictly verified in accordance with data protection regulations to ensure the security of customer information. The study also found that the marketing communication strategies implemented not only focus on increasing sales, but also on forming a strong brand image among consumers. Keywords: Marketing Communication Strategy, Integrated Marketing Communication (IMC), Consumer

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, Integrated Marketing Communication (IMC), Konsumen
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Audy Aprillita
Date Deposited:	21 May 2025 08:36
Last Modified:	21 May 2025 08:36
URI:	http://repository.unsri.ac.id/id/eprint/173471

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