Path: Top . Undergraduate Theses . Jurusan Manajemen . 2016

Penerapan Komunikasi Pemasaran Terpadu Pada Produk Usaha Mikro Kecil Dan Menengah Jajanan Khas Di Kelurahan Lumpur Kecamatan Gresik Kabupaten Gresik

The Implementation of Integrated Marketing Communication of Traditional Food Micro Small Medium Enterprises in Lumpur Village Gresik District Gresik Regency

Undergraduate Theses from JIPPTUMG / 2017-01-30 23:22:35
Oleh : Olin Lintang Pribadi
Dibuat : 2017-01-30, dengan 4 file

Keyword : komunikasi pemasaran terpadu, Usaha Mikro Kecil dan Menengah

Penelitian ini bertujuan untuk mengetahui Penerapan Komunikasi Pemasaran Terpadu Pada Produk Usaha Mikro Kecil Dan Menengah Jajanan Khas Di Kelurahan Lumpur Kecamatan Gresik Kabupaten Gresik. Dengan menggunakan tiga informan subyek penelitian yaitu pemilik Usaha Mikro Kecil dan Menengah (UMKM) Jajanan Khas di Kelurahan Lumpur dan informan pendukung yaitu pihak Kelurahan Lumpur, Dinas Koperasi, UMKM, Perindustrian dan Perdagangan serta konsumen. Penelitian menggunakan metode diskriptif kualitatif, jenis data primer, sumber data subyek, dan teknik analisis data menggunakan model Miles dan Huberman. Hasil penelitian menjelaskan bahwa penerapan komunikasi pemasaran terpadu yang dilakukan oleh pelaku UMKM Jajanan Khas di Kelurahan Lumpur Kecamatan Gresik Kabupaten Gresik yaitu menggunakan strategi periklanan, promosi penjualan, acara dan pengalaman, hubungan masyarakat, pemasaran langsung dan berita mulut ke mulut. Sedangkan penerapan komunikasi pemasaran terpadu yang efektif bagi pelaku UMKM Jajanan Khas adalah strategi periklanan dan berita mulut ke mulut.

Deskripsi Alternatif :

This research aims to know the implementation of integrated marketing communication of traditional micro small medium enterprises in Lumpur Village Gresik District Gresik Regency. The research uses three informants of the food of the research object. They are the owner of traditional food micro small medium enterprises in Lumpur Village and supporting informants, they are Lumpur village side, department of cooperation, micro small medium enterprises, industry and commerce,and consumen. This research uses descriptive qualitative design, kind of data is primary, source ofod data is subject, and miles hubberman models are the technique to analyse the data. The result of the study explains that the implementation of integrated marketing communication which done by subject of traditional food micro small medium enterprises in Lumpur Village Gresik District Gresik Regency uses advertising strategy,selling promotion, agenda and experience, society relationship, directed selling, and mouth by mouth news. Mean while the effective implementations of integrated marketing communication of traditional food micro small medium enterprises are advertising strategy and mouth by mouth news.

Copyrights : Copyright (c) 2001 by Digilib Universitas Muhammadiyah Gresik. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

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  • Any Savitry, A.Md., Editor: admin perpustakaan UMG

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