Skripsi

STRATEGI KOMUNIKASI PEMASARAN ZAINAL SONGKET PALEMBANG DALAM MENINGKATKAN PENJUALAN

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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

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Detail Information

Series Title

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Call Number

T881152022

Publisher

Inderalaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2023

Collation

xiv, 117 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.237

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Jurusan Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

SEPTA

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