Strategi Komunikasi Toko Batik Dewo Dalam Memperluas Segmen Pasar Melalui Media Sosial Whatsapp

WARDHANI, GIA KISMA and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Strategi Komunikasi Toko Batik Dewo Dalam Memperluas Segmen Pasar Melalui Media Sosial Whatsapp. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Marketing communication strategy at Batik Dewo Store uses segmentation to select target markets, look for opportunities, formulate communication messages and serve well consumer behavior to design a product. The company's market is to provide information and make consumers aware of the products or brands made by them. Market segmentation has various kinds of customers so it is important for companies to fulfill customer desires and satisfaction, in achieving maximum goals the company cannot completely satisfy all customers. The purpose of this study was to determine the marketing communication strategy of the dewo batik shop in expanding market segments through whatsapp social media. This research method uses a qualitative descriptive approach. Data collection techniques using interviews and observation. The subject-taking technique used is purposive sampling. The data analysis technique uses an interactive analysis model. The results showed that the marketing strategy of the Dewo Batik Shop was through WhatsApp in expanding the market segment. To market active resellers of more than a thousand people, through information about the Dewo Batik Store, sales through WhatsApp media are a good strategy because they can build closer relationships with customers.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Communication strategy, Social media, Market segment.
Subjects: H Social Sciences > HE Communications
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: GIA KISMA WARDHANI
Date Deposited: 27 Oct 2022 03:03
Last Modified: 27 Oct 2022 03:03
URI: http://eprints.ums.ac.id/id/eprint/105228

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