Strategi Komunikasi Pemasaran Terpadu Bengok Craft Di Masa Pandemi Covid-19

Putra, Isa Dewanda Guritna and , Agus Triyono, S.Sos, M.Si (2022) Strategi Komunikasi Pemasaran Terpadu Bengok Craft Di Masa Pandemi Covid-19. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

In 2020 the SARS-CoV-2 (COVID-19) virus pandemic spread worldwide, the impact of which was also felt by Indonesia. As a result, the government issued a policy of physical distancing and social distancing. This national-scale restriction has caused the MSME sector in Indonesia to experience a decrease in purchasing power due to restrictions on outside activities. The BI survey conducted in 2021 showed that 87.5 per cent of MSMEs in Indonesia were affected by the COVID-19 pandemic. The only way for MSMEs to survive is to implement a strategy that can be used as a basis for marketing during a pandemic. Bengok Craft is a water hyacinth handicraft MSME that increased sales turnover during the pandemic. Even though 2020 the sales turnover chart at Bengok Craft has decreased, in 2021 and 2022, it shows an increase in sales turnover. Knowing this, researchers wanted to know the marketing communication strategy used by Bengok Craft using the integrated marketing communication strategy theory initiated by Kotler and Keller. This research method is descriptive qualitative. Data collection method using interviews, documentation, and observation. The sampling withdrawal technique used purposive sampling because researchers wanted informants who mastered the sales strategy. The results showed that Bengok Craft uses all elements of Integrated Marketing Communication: advertising, sales promotion, public relations and publicity, sponsorship, direct marketing, Word of Mouth, personal selling, and Interactive Marketing

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Integrated Marketing Communication, MSMEs, COVID-19, Strategy
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ISA DEWANDA GURITNA PUTRA
Date Deposited:	25 Nov 2022 06:46
Last Modified:	25 Nov 2022 06:46
URI:	http://eprints.ums.ac.id/id/eprint/106593

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