CD Skripsi

Strategi Komunikasi Pemasaran Budiman Swalayan Untuk Mempertahankan Brand Loyalty Dalam Menghadapi Persaingan Usaha Swalayan Lokal Di Kota Bukittinggi

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As is known, in West Sumatra province we will not find Indomaret, Alfamart and the like which are usually found in other provinces. This happened because of West Sumatra Province Regulation No. 3 of 2016 concerning the development and empowerment of people's markets, Article 1 Paragraph 9. This is also what underlies local supermarket competition to maintain consumer loyalty so that they do not switch to their competitors. Budiman Swalayan is one of the local supermarkets from Bukittinggi City which has gone through local supermarket competition and has the most branches compared to its competitors. This research aims to determine the marketing strategy of Budiman Supermarkets in facing competition from local supermarket businesses in Bukittinggi City.
In this research, the technique for taking subjects used purposive sampling, the criteria for which have been determined in this research. The concepts used in this research are marketing communications, sales promotion, advertising, personal selling, and social media marketing. This research uses a qualitative approach with a descriptive type. To obtain relevant research results, researchers have conducted interviews with the head of marketing at Budiman Swalayan and several consumers and have also made direct observations in the field. The data collection technique carried out in this research uses 3 techniques, namely, interviews, observation, and documentation. Apart from that, this research uses the data analysis technique of the Milss and Huberman model. This research was conducted in Bukittinggi and the research period started from January to February 2024.
The results of this research found that Budiman Swalayan's marketing strategy implemented a sales promotion strategy by providing discounts and accumulating points, outdoor advertising and mass media, personal sales to persuade consumers, and social media marketing to provide information about Budiman Swalayan

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801112549

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801112549

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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