Integrated marketing communication (studi kasus pada batik jlamprang pekalongan)

Nurullah, Bangkit and -, Budi Santoso, M.Si (2020) Integrated marketing communication (studi kasus pada batik jlamprang pekalongan). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

One of the region in Indonesia which is famous for its batik is Pekalongan, and even Pekalongan is referred to as the city of batik in Indonesia. One typical batik owned by Pekalongan is Batik Jlamprang. The purpose of this study is to reveal the IMC activities carried out by Jlamprang H. Ismail Alwi (HIA) Batik Business in Pekalongan. The theory used in this research is Kotler and Keller's Integrated Marketing Communcation theory. This research is a qualitative descriptive study, data collection was carried out by interviewing three informants and documentation study. Data validty uses triangulation of data sources. The result showed that the IMC has an important role in the Batik Business Jlamprang HIA Pekalongan uses four aspect of the IMC namely sales promotion, public relations, personal sales and direct marketing. Sales promotion is done by giving discounts. Public relations are carried out with publicity in the media, becoming donors and supplying batik cloth at the Jlamprang Batik dance and carnival event. Them, personal sales are done by providing the best and honest service to the product being sold. Finally, direct marketing is done by opening an offline store.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: IMC, batik jlamprang, public relations
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: BANGKIT NURULLAH
Date Deposited: 30 Jul 2020 09:57
Last Modified: 30 Jul 2020 09:57
URI: http://eprints.ums.ac.id/id/eprint/83956

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