CD Skripsi

Strategi Komunikasi Pemasaran Shanaya Food Dalam Mempertahankan Brand Positioning Di Kota Pekanbaru

---

Shanaya Food is one of the Siomay and Batagor culinary businesses that markets typical Riau food products. Shanaya Food's flagship product is Sotindang (Patin fish meatballs with shrimp sauce), which is a characteristic along with Siomay and tenggiri Batagor. In order to market its products, Shanaya Food uses various marketing communication strategies. However, in practice, the Shanaya Food brand is not yet fully known by consumers. Therefore, this study aims to identify and analyze the marketing communication strategies implemented by Shanaya Food in improving its brand position in Pekanbaru City. This study also explores the relationship between these marketing communication strategies and elements such as digital marketing, event and experience marketing, personal selling, and sales promotion.
This study uses a qualitative method with a descriptive approach. The research informants consist of the owner of the Shanaya Food business and 4 consumers who were selected as research informants using the accidental sampling technique. Data collection techniques are carried out through non-participant observation, interviews, and documentation. Data analysis techniques use the Miles and Huberman Model. Data validity techniques use triangulation.
Based on the results of observations and interviews with researchers in the field, Shanaya Food uses marketing communication strategies, namely digital marketing strategies, event and experience marketing, personal selling, and sales promotion to maintain brand position in Pekanbaru city. The results of this study indicate that Shanaya Food's marketing communication strategy in maintaining brand position in Pekanbaru city uses digital marketing strategies, event and experience marketing, personal selling, and sales promotion. Marketing communication strategies in the form of digital marketing by utilizing the Instagram, Facebook, and TikTok platforms, as well as the official Shanaya Food website. Event and Experience Marketing Strategy by participating in various events and opening stands to introduce products. Personal Sales with a direct sales approach and educating consumers about the quality and advantages of products through the Personal Sales stages. Sales Promotion by providing discounts for frozen products and free vouchers for one bowl of Sotindang (Patin fish meatballs with shrimp sauce) on purchases of Siomay and Batagor.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2101126526

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2101126526

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar