STRATEGI KOMUNIKASI PEMASARAN ZAINAL SONGKET PALEMBANG DALAM MENINGKATKAN PENJUALAN

PUTERI, DEWI ALDIANTY and Yanti, Mery and Andarini, Rindang Senja (2022) STRATEGI KOMUNIKASI PEMASARAN ZAINAL SONGKET PALEMBANG DALAM MENINGKATKAN PENJUALAN. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to find out the marketing communication strategies carried out by Zainal Songket Palembang in an effort to increase sales of the songket business in the city of Palembang (Qualitative Descriptive Study at Zainal Songket Palembang). This study used qualitative research methods. This study uses marketing communication theory according to Kotler and Armstrong 4P namely product, price, place, and promotion. This study obtained data and information through interviews with 3 key informants, namely the manager of Zainal Songket, the Zainal Songket marketing team and the Zainal Songket production team, while there were 2 supporting informants, namely the Zainal Songket evaluation team and consumers. Therefore, the results of the research that has been done can show that the marketing communication strategy process carried out by Zainal Songket Palembang is in accordance with the results of observations in the theory used. Because they have done marketing using 2 marketing communication strategies, the first is using social media and non-media such as holding exhibitions, attending events, creating product production houses, songket galleries, and multipurpose building facilities. Keywords: Marketing communication strategy, consumers

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, Konsumen
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 27805 not found.
Date Deposited:	30 Jan 2023 04:31
Last Modified:	30 Jan 2023 04:31
URI:	http://repository.unsri.ac.id/id/eprint/88115

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