Rahardi, Kirana Prima and , Sidiq Setyawan, M.I.Kom (2017) Strategi Komunikasi Pemasaran Terpadu(Studi Deskriptif Kualitatif Mengenai Aktivitas Komunikasi Pemasaran Terpadu Kafe Gulo Jowo di Kota Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Gulo Jowo is one of the local cafes in the city of Solo that relies on traditional market food hawker as its superior product. Through their tagline of "Mengenali Kembali Jati Diri", Gulo Jowo conducts various integrated marketing communications activities aimed at communicating their vision and mission, including inviting the people of Solo to realize the importance of supporting local products in the transition era. This study uses the approach of Terence A. Shimp's Integrated Marketing Communication Strategy (IMC) theory which is processed from Kotler and Keler's marketing mix theory. This research uses descriptive qualitative method, data collection technique through observation and interview with informant determination through purposive sampling technique. The data validation uses data sources triangulation. IMC has been done by Gulo Jowo, starting from determining the strategy and target market, as well as the selection of promotional activities such as advertising by using stickers and also the use of online delivery applications, promotions by discounts as well as vouchers, personal selling which is done by attending food bazaars, and by sponsoring music events in the city of Solo to enhance our community partnership, and promotion over several national television stations, radio and newspapers. But there are still some things that should also be evaluated in order to further increase the promotional activities so that messages can be delivered to the people in accordance with the target market of Gulo Jowo. Keywords: Gulo Jowo, Messages, Segmentation and Target Market, IMC
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Gulo Jowo, Message, Segmentation and Target Market, IMC |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | KIRANA PRIMA RAHARDI |
| Date Deposited: | 16 Dec 2017 08:28 |
| Last Modified: | 16 Dec 2017 08:28 |
| URI: | http://eprints.ums.ac.id/id/eprint/57730 |
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