AKTIVITAS KOMUNIKASI PEMASARAN RUMAH BATIK SERASAN DALAM MEMPROMOSIKAN BATIK KHAS MUARA ENIM

RAMADHAN, DERRY PANGESTU and Nadjib, H. Abdul (2022) AKTIVITAS KOMUNIKASI PEMASARAN RUMAH BATIK SERASAN DALAM MEMPROMOSIKAN BATIK KHAS MUARA ENIM. Undergraduate thesis, Sriwijaya University.

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Abstract

As one of the Medium Small Industries in Muara Enim, Rumah Batik Serasan (RBS) conducts marketing communication activity to promote serasan cloth as signature batik of Muara Enim so that the product can be widely known, trusted, and used by influential figures. The goal of this research is to find out what marketing communication activities were carried out by RBS based on theory IMC (Integrated Marketing Communication) presented by Philip Kotler and Kevin Lane Keller. This research method used in-depth interview (to the Head and Craftsman of Rumah Batik Serasan, customer, and general public), observation, and documentation study. The result of this research indicates that Rumah Batik Serasan has implemented eight main elements contained on IMC theory in promoting Muara Enim batik. Marketing Communication activities were carried out by Rumah Batik Serasan include advertising, sales promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling. Thus, it could be concluded that Rumah Batik Serasan has maximized effort of communication marketing to the Muara Enim community through the series of Marketing Communication Activity. Overall, what has been done by Rumah Batik Serasan is following the existing theory and has resulted positive impact by the increasingly being recognized serasan batik as the signature batik of Muara Enim. Keywords: Marketing Communication, Rumah Batik Serasan, Muara Enim.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, Rumah Batik Serasan, Muara Enim.
Subjects:	H Social Sciences > H Social Sciences (General) M Music and Books on Music > ML Literature of music > ML3785 Musical journalism P Language and Literature > PN Literature (General) > PN4699-5650 Journalism. The periodical press, etc.
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Derry Pangestu Ramadhan
Date Deposited:	29 Nov 2022 07:30
Last Modified:	29 Nov 2022 07:30
URI:	http://repository.unsri.ac.id/id/eprint/83011

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