STRATEGI KOMUNIKASI PEMASARAN UKM ADAIDEAJA DALAM MENINGKATKAN PENJUALAN PRODUK (Analisis Deskriptif Kualitatif tentang Strategi Komunikasi Pemasaran "Syair dan Siar" UKM Adaideaja dalam Meningkatkan Penjualan Kaos Tomat dan Papananda, Gejikan RT 01/RW 11 Gagaksipat, Solo, Jawa Tengah)

WARDANI, KURNIA CATUR (2016) STRATEGI KOMUNIKASI PEMASARAN UKM ADAIDEAJA DALAM MENINGKATKAN PENJUALAN PRODUK (Analisis Deskriptif Kualitatif tentang Strategi Komunikasi Pemasaran "Syair dan Siar" UKM Adaideaja dalam Meningkatkan Penjualan Kaos Tomat dan Papananda, Gejikan RT 01/RW 11 Gagaksipat, Solo, Jawa Tengah). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT Kurnia Catur Wardani. D0210068. ADAIDEAJA’S MARKETING COMMUNICATION STRATEGY TO INCREASE PRODUCT SALES (Analysis of Qualitative Descriptive of Adaideaja’s “Syair and Siar” Marketing Communication Strategy to Increase Kaos Tomat and Papananda Sales, Gejikan RT 01 / RW 11 Gagaksipat, Solo, Central Java). Bachelor Degree Thesis (S-1). Communication Science Department. Faculty of Social and Political Science. Sebelas Maret University. Surakarta. 2016. Many Micro Businesses did not evolve as they were not aware to the importance of marketing communication strategy. This was due to the stigma of the high budget of marketing communication activities while micro businesses did not have it. In fact, marketing communication strategy is one of the key to success in business, especially in marketing field. The research object here was Adaideaja as the plesetan tees producer in Indonesia. Adaideaja’s business development showed that the low budget was not an obstacle to arrange an effective and efficient marketing communication strategy by utilizing relevant communication channels. This research aimed to know how Adaideaja arranged the marketing communication strategy to increase Kaos Tomat and Papananda sales and also to know what kind of marketing communication strategy that gave the biggest and direct impact to the sales of them. In arranging marketing communication strategy, the relevant and tested concepts and theories are needed. This research used the theory of eight elments of promotional mix by Kotler and Keller, and several supported theory such as Hierarchy of Communication Effect by Lavidge and Steiner, and several supported concepts and theories such as storytelling and social media marketing supporting the audience’s engagement. This research used qualitative descriptive method that aimed to describe a situation or particular social phenomena. The researcher did indepth interview, obervation, document and book study to collect data. The researcher used purposive sampling technique to determine the respondents. In this technique, respondents were sellected based on the capacity of knowing and understanding the problem. The conclusion was that Adaideaja utilized five of eight promotional mix such as public relations, event, personal selling, interactive promotion, and word of mouth promotion. From those elements, public relations, event, and personal selling were the ones that brought the direct and biggest impact to the product sales. Keywords: Marketing Communication Strategy, Marketing Communication, Marketing, Marketing Mix, Promotion Mix, Storytelling, Public Relations. Sistem Upload Eprints Det

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: khoirun nisa
    Date Deposited: 04 May 2016 17:25
    Last Modified: 04 May 2016 17:25
    URI: https://eprints.uns.ac.id/id/eprint/25702

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