Strategi Komunikasi Pemasaran Terpadu Kampung Susu Lawu Dalam Menjual Produk Susu Sapi Perah

Hastutik, Yustika Tri and , Yanti Haryanti, S.Pd., M.A (2022) Strategi Komunikasi Pemasaran Terpadu Kampung Susu Lawu Dalam Menjual Produk Susu Sapi Perah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Integrated marketing communication strategy is a strategy used by a company to build the implementation of brand communication with consumers. This strategy can help how a product offered is different from its competitors' products, one of which is through the Promotion Mix strategy. This study aims to determine the integrated marketing communication strategy carried out by Kampung Susu Lawu in selling its products. The research method used in this research is qualitative with a descriptive approach. Data collection techniques were in-depth interviews through purposive sampling techniques, participant observation, as members of the Kampung Susu Lawu organization who participated in the production process as well as marketing and documentation. The results of this study indicate that Kampung Susu Lawu applies elements of the Promotion Mix strategy, namely advertising, sales promotion, direct marketing, public relations and personal selling. This marketing communication strategy is carried out in two systems, namely online such as through social media and offline through print media. These strategies have different targets in their marketing activities. Promotion Mix is carried out in order to support the success of Kampung Susu Lawu in increasing sales of dairy cow's milk products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Communication Strategy, Online media, offline media, Promotion Mix
Subjects:	H Social Sciences > HE Communications H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	YUSTIKA TRI HASTUTIK
Date Deposited:	26 Nov 2022 04:18
Last Modified:	26 Nov 2022 04:18
URI:	http://eprints.ums.ac.id/id/eprint/106622

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