Integrated Marketing Communication Strategy Of Sfa Steak And Resto In Facing Competition In Solo

Praba, Habib Raditya and , Dr. Dian Purworini, S.Sos, MM (2018) Integrated Marketing Communication Strategy Of Sfa Steak And Resto In Facing Competition In Solo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study uses a theoretical approach of integrated marketing communication strategy (IMC) Terence A. The purpose of this research is to see integrated marketing communication activities that are run by SFA Steak and Resto and what strategies are used to face the competition especially in Solo city. This research uses descriptive qualitative methods, techniques of collecting data through interviews, documentation, and literature studies. In determining informants, this study uses purposive sampling technique. In data validation, this study uses data source triangulation. The results of this study show that the integrated marketing communication strategy carried out by SFA Steak and Resto are advertising, sales promotion, direct marketing, public relations and personal selling. It is a way to deal with existing competition and attract and retain consumer interest. From existing mixtures, SFA Steak and Resto uses a lot of sales promotion mix. Besides integrated marketing communication strategy, SFA Steak and Resto uses other strategies that are segmentation and target strategies.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Integrated Marketing Communication, Marketing Communication strategies, SFA Steak and Resto
Subjects: K Law > K Law (General)
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: HABIB RADITYA PRABA
Date Deposited: 29 Jan 2019 04:06
Last Modified: 29 Jan 2019 04:09
URI: http://eprints.ums.ac.id/id/eprint/70180

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