STRATEGI KOMUNIKASI PEMASARAN DALAM MENGHADAPI PERSAINGAN (Studi Kasus Pada Kelompok Usaha Bersama (KUB) Kembang Ilung Desa Banyu Hirang Kecamatan Amuntai Selatan Kabupaten Hulu Sungai Utara Kalimantan Selatan)

Rohim, Abd. (2021) STRATEGI KOMUNIKASI PEMASARAN DALAM MENGHADAPI PERSAINGAN (Studi Kasus Pada Kelompok Usaha Bersama (KUB) Kembang Ilung Desa Banyu Hirang Kecamatan Amuntai Selatan Kabupaten Hulu Sungai Utara Kalimantan Selatan). Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

This study aims to determine the marketing communication strategy of the Kembang Ilung Joint Business Group in facing the business competition of water hyacinth woven handicrafts and to analyze obstacles and solution in the application of marketing communications. This research was conducted at the Kembang Ilung Joint Business Group, Banyu Hirang Village, Amuntai Selatan District, Hulu Sungai Utara Regency, South Kalimantan. This type of research is descriptive qualitative. This approach is considered appropriate for gaining a holistic and natural understanding through a process of in-depth interviews and documentation. The results of this study concluded that the marketing communication applied by the Kembang Ilung Joint Business Group in facing the competition in the water hyacinth woven handicraft business was by placing advertisements both in print and electronic media (local TV), making leaflets / brochures and installing banners. Direct marketing is carried out by bringing handicraft products for sale in nearby markets. Direct sales by visiting crowded places such as markets and exhibitions or other places and offering products that are produced. Sales promotion by making new products / samples which are then promoted either door to door. Personal selling by offering directly to buyers / exporters both within the region and outside the region. Interactive marketing is carried out by promoting and marketing its products via the internet, namely using whatsapp, instagram and social media. Public relations by providing guidance, education and training for handicraft products to increase local residents' income.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Marketing Communication Strategy, Business Competition, KUB Kembang Ilung.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Abd. Rohim
Date Deposited: 21 Jun 2021 01:09
Last Modified: 21 Jun 2021 01:09
URI: http://eprints.uniska-bjm.ac.id/id/eprint/5827

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