Mukti, Anggi hari and -, Dr. Dian Purworini, S.sos,MM (2018) Persepsi Konsumen Terhadap Strategi Komunikasi Pemasaran Terpadu (Studi Deskriptif Kuantitatif di Pabrik Jamu Gujati 59 Kabupaten Sukoharjo). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Marketing communication is currently a trend among entrepreneurs to increase sales, while from the buyers sides it becomes a means of knowledge about the products sold by a company. Many companies are implementing marketing communications as one of the mainstay activities in introducing their products to public in order to increase sales, one of which is the Gujati 59 Herbal Factory. The aim of this study is to analyze public perceptions of marketing communication conducted by Gujati 59 herbal medicine in Sukoharjo among its stakeholders. This research is quantitative descriptive. The population in this study were all visitors and customers of Gujati 59 herbal medicine for one month in 12 outlets in Sukoharjo. The sampling techniques used in this study is purposive sampling technique. In this study, 200 customers were taken as samples, that is customers who came to Gujati 59 herbal outlet in Sukoharjo more than twice. Data collection techniques used are questionnaire techniques and documentation techniques. The results of this study indicate that integrated marketing communication conducted by Gujati 59 herbal medicine can foster a positive perception among customers. In the Advertising indicator, sales promotion and personal selling, it shows a pretty good value category yet the direct marketing indicator shows a poor value category.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Integrated marketing communication, advertising, sales promotion, direct marketing, personal selling |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | ANGGI HARI MUKTI |
| Date Deposited: | 10 Aug 2018 02:32 |
| Last Modified: | 10 Aug 2018 02:38 |
| URI: | http://eprints.ums.ac.id/id/eprint/65815 |
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