CD Skripsi

Strategi Komunikasi Pemasaran Umkm Roqi Sodap Dalam Memasarkan Produk Di Kota Bagansiapiapi Kabupaten Rokan Hilir

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Roqi Sodap MSME is an MSME engaged in the culinary field which is located in the city of Bagansiapiapi, Rokan Hilir Regency. Roqi Sodap is an MSME that sells various kinds of ready-to-eat processed products from the characteristics of Bagansiapiapi City in the form of shrimp paste, salted fish chips, bottled chili sauce squid and others. Roqi Sodap was first established in 2017. In marketing or introducing products can be done through marketing communication. Therefore, Roqi Sodap needs to first know the marketing communication strategies that need to be carried out so that its marketing is effective and the expected targets can be achieved optimally. The purpose of this study is to find out how the marketing communication strategy of Roqi Sodap MSMEs in marketing products and to find out how the Marketing Communication Strategy of Roqi Sodap MSMEs in Marketing Products is related to Word Of Mouth strategy, Social media marketing strategy, Event strategy, and Personal selling strategy in marketing products.
This qualitative research study focuses on the marketing communication strategies used by Roqi Sodap MSMEs. The research involved Roqi Sodap owners, employees, and consumers as subjects, selected through a purposive technique. The data collection methods included observation, interviews, and documentation. The research utilized the Miles and Huberman model for data analysis and conducted validity checks through participation extension and triangulation.
The study found that Roqi Sodap employs several marketing strategies to promote their products. These strategies include Word of Mouth marketing, where consumers spread the information to other potential customers, utilizing social media platforms such as Facebook and Instagram, organizing marketing events and opening stands at various events, and engaging in personal selling by presenting and explaining the products to consumers. These strategies aim to effectively communicate the marketing messages to the target consumers.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901155799

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901155799

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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