CD Skripsi

Strategi komunikasi pemasaran diy art galaxy dalam memasarkan produk handmade berbahan batu alam

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The handmade craft industry has experienced rapid growth in line with increasing consumer interest in unique, authentic, and aesthetically valuable products. DIY ART GALAXY, a business specializing in handmade products using natural stones, has seized this opportunity by implementing various marketing communication strategies to reach both local and international consumers. Despite utilizing social media and participating in exhibition events, DIY ART GALAXY still faces challenges in expanding its audience reach and increasing sales. Therefore, this study aims to analyze the marketing communication strategies applied, particularly through the Integrated Marketing Communication (IMC) approach, which includes sales promotion, personal selling, event marketing, and word of mouth.
This research uses a descriptive qualitative approach, conducted at the DIY ART GALAXY Gallery in Pekanbaru. Informants were selected through purposive sampling, involving the business owner and several customers. Data collection techniques included interviews, observations, and documentation. The data were analyzed using the interactive model of Miles and Huberman, which consists of data reduction, data display, and conclusion drawing. Data validity was ensured through source and method triangulation.
The results show that the applied marketing communication strategies complement each other and have a positive impact on brand awareness and consumer engagement. Event marketing plays a significant role in creating direct experiences with customers through exhibitions. Personal selling is utilized through collaborations with tourism service providers and local cafes. Word of mouth is proven effective in generating organic promotion from satisfied customers. This combination of strategies supports a broader market reach and strengthens the brand positioning of DIY ART GALAXY in the handmade crafts industry.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112207

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112207

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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