Laksita, Bilda Ingrit and , Dr. Dian Purworini, S.sos,MM (2021) Strategi Komunikasi Pemasaran Pasar Dhoplang sebagai Sentra Kuliner Tradisional di Desa Pandan Kecamatan Slogohimo Kabupaten Wonogiri. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the marketing communication strategy applied by the Dhoplang Culinary Market in attracting visitors. This research is located in the Village Pandan, Slogohimo District, Wonogiri Regency. This study uses a qualitative descriptive approach. Data collection uses interview and documentation techniques. The speakers in this study were the head of the market, market initiators, market treaders, and visitors to the Dhoplang Culinary market. The marketing communication strategy/IMC (Integrated Marketing Communication) activity of the Dhoplang Culinary market is divided into three aspects, namely advertising, public relations/publicity, and personal selling. The results of this study indicate that these three aspects play an important role in the strategy carried out by the Dhoplang Culinary market. In the advertising aspect, the Dhoplang Culinary market using newspaper print media as well as those published on the internet such as blog platforms. Not only the market, but also the visitors indirectly participate in promoting the market through their Youtube content. Public Relations/publicity conducted by Dhoplang Culinary market is in collaboration with Duta Wonogiri and also through social media Instagram and tourist news contained on TV. The last aspect is personal selling using “gethok tular” or commonly referred to as the delivery of information by word of mouth, recommendations from visitors who have come and through events and socialization.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | komunikasi pemasaran, kuliner tradisional, pasar dhoplang, strategi |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | BILDA INGRIT LAKSITA |
| Date Deposited: | 04 Aug 2021 06:45 |
| Last Modified: | 04 Aug 2021 06:45 |
| URI: | http://eprints.ums.ac.id/id/eprint/92558 |
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