CD Skripsi

Komunikasi Pemasaran Bandrek House 46 Pekanbaru Dalam Menghadapi Persaingan

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Bandrek House 46 Pekanbaru is a business operating in the beverage sector located on Jalan Nangka, Pekanbaru City. This business sells traditional drinks such as Bandrek, Sekoteng and Egg Tea. It was founded in 2002 in Dumai and then in 2017 it started opening a business in Pekanbaru and experienced a move location to its current location in Nangka since 2019. The aim of this research is to find out how Bandrek House 46 Pekanbaru's marketing communication is in facing competition and to find out how Bandrek House 46 Pekanbaru's marketing communication is in marketing products related to marketing communication elements Social media marketing, Event Marketing, and Word Of Mouth.
This type of research is qualitative with descriptive analysis presentation. The research subjects were the owner of Bandrek House 46 Pekanbaru, employees and consumers using a purposive technique. Data collection techniques through observation, interviews and documentation. The data analysis technique for this research uses the Miles and Huberman model. Next, the data validity checking technique uses data source triangulation and data collection technique triangulation.
From the results of research regarding the marketing communications used, it can be found that the communication carried out in dealing with their competitors is carrying out Social Media Marketing, in the form of promotions via social media and sharing information about business activities via the TikTok and Instagram platforms, then Event Marketing, by conducting Live Acoustic every day in the form of increasing competitiveness, finally Word of Mouth, by providing good service and establishing good communication with consumers so that consumers participate in promoting their business through word of mouth thereby increasing the existence of the Bandrek House 46 Pekanbaru business among existing competitors.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901113899

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901113899

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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