Strategi Komunikasi Pemasaran Roti Maryam Melalui Akun Instagram @maryam_bbang

Kusuma, Muhammad Fitra Shandy (2021) Strategi Komunikasi Pemasaran Roti Maryam Melalui Akun Instagram @maryam_bbang. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Tujuan penelitian ini adalah mengetahui strategi komunikasi pemasaran Roti Maryam yang dilakukan oleh MaryamBbang melalui akun Instagramnya. Strategi komunikasi pemasaran adalah aktivitas komunikasi yang bisa dilakukan antara penjual dan pembeli sehingga terbentuk sebuah hubungan yang dapat menghasilkan kepuasan diantara keduanya. Selain itu, dengan komunikasi pemasaran pengusaha bisa membangun citra positif terhadap barang dan jasa yang ditawarkan, sehingga bisa mengikat pelanggan sementara atau bahkan permanen Metode penelitian menggunakan pendekatan kualitatif. Penelitian dilakukan secara daring dan luring. Penelitian secara daring dilakukan untuk pengambilan data di akun sosial media Instagram MariamBbang. Sedangkan penelitian luring dilakukan untuk wawancara secara langsung terhadap pemilik usaha di kediamannya di kota Banjarbaru dan Martapura. Subjek penelitian ini adalah akun media sosial Instagram MaryamBbang. Teknik pengumpulan data berupa teknik wawancara dan dokumentasi. Teknik analisis data menggunakan model interaktif yang dikembangkan oleh Miles dan Huberman. Hasil penelitian menunjukkan bahwa MaryamBBang menerapkan strategi komunikasi pemasaran dengan cara terlebih dahulu menerapkan tiga elemen penting pemasaran yakni, segmenting, targeting, dan positioning. Ketiga elemen tersebut kemudian diterapkan dalam menjalankan strategi pemasaran yakni sembilan strategi pemasaran product, price, promotion, place, people, process, physical evidence, packaging, dan payment. Penerapan strategi komunikasi pemasaran yang dilakukan oleh MaryamBbang ini, terbukti dapat meningkatkan jumlah penjualan dan pendapatannya. The purpose of this study was to find out the marketing communication strategy of Bread Maryam carried out by MaryamBbang through her Instagram account. Marketing communication strategy is a communication activity that can be carried out between sellers and buyers so as to form a relationship that can generate satisfaction between the two. In addition, with marketing communications, entrepreneurs can build a positive image of the goods and services offered, so that they can bind temporary or even permanent customers The research method uses a qualitative approach. Research is conducted online and offline. Online research was conducted to collect data on MariamBbang's Instagram social media account. While offline research was conducted for direct interviews with business owners at their residences in the cities of Banjarbaru and Martapura. The subject of this research is MaryamBbang's Instagram social media account. Data collection techniques in the form of interview and documentation techniques. The data analysis technique uses an interactive model developed by Miles and Huberman. The results showed that MaryamBBang implemented a marketing communication strategy by first applying three important marketing elements, namely, segmenting, targeting, and positioning. These three elements are then applied in carrying out marketing strategies, namely nine marketing strategies for product, price, promotion, place, people, process, physical evidence, packaging, and payment. The implementation of the marketing communication strategy carried out by MaryamBbang has proven to be able to increase the number of sales and revenues.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: strategi, komunikasi pemasaran, Instagram strategy, marketing communication, Instagram
Subjects: J Political Science > JN Political institutions (Europe)
Depositing User: M.fitra Shandy Kusuma
Date Deposited: 21 Oct 2021 02:57
Last Modified: 21 Oct 2021 02:57
URI: http://eprints.uniska-bjm.ac.id/id/eprint/8366

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