Utomo, Andika Mohamad Ibak and , Budi Santoso, M.Si (2018) Strategi Komunikasi Pemasaran Ayam Geprek Abang Ireng (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Ayam Geprek Abang Ireng dalam Menarik Pembeli). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Marketing communication is one of the strategies that chosed by culinary entrepreneur to develop the culinary Business. The development of culinary industry in Surakarta is pretty fast. To today, despite of stiff competition, development of solo culinary business seems has no stop, every week, there are always new restaurants or food stalls opened such as wedangan (Javanese food stall) and modern restaurant. Ayam geprek abang ireng restaurant is of the restaurant that sells smashed chicken as main dish. The smashed chicken is presented with sambal (Indonesian hot sauce) so the costumer who eat it will get his or her tounge burned, and turned the face to red and black , that is why the restaurant called smashed chicken red and black (ayam geprek abang ireng). As one of the restaurant slogan satisfaction is the priority, to increase sales target, menu variety and creativity, human resources, the quality of the product must be 2 regularly updated and upgraded. So to speak, ayam geprek abang Ireng has its own specific marketing system to develop and to sell the product. The research method used is descriptive qualitative. Data collection technique used is purposive sampling. The data analytics method used is source triangulation. The result of the research shows that integrated marketing communication strategy in Ayam Geprek Abang ireng restaurant is done in 3 phase such as integrated marketing communication planning, integrated marketing communication conduction, and integrated marketing communication evaluation. Based from the evaluation, it concludes that there are obstacle in applying integrated marketing communication, execution skill, budget, promotion, and less control
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Strategy, marketing communication and product appealing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | ANDIKA MOHAMAD IBAK UTOMO |
| Date Deposited: | 15 Aug 2018 07:55 |
| Last Modified: | 15 Aug 2018 07:55 |
| URI: | http://eprints.ums.ac.id/id/eprint/66583 |
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