ANALISIS STRATEGI KOMUNIKASI PEMASARAN MERCHANDISE DI KEDAI DIGITAL 8 SOLO (Studi Kasus Strategi Komunikasi Pemasaran)

Doni Mardiyanto, Giarti Slamet

Abstract


This title of this research is ANALYSIS OF MARKETING COMMUNICATION STRATEGY
(Case Study of Marketing Communication Strategy Merchandise at Kedai Digital 8 Solo).
This research examines marketing communication strategy in increasing merchandise
product sales at Kedai Digital 8 Solo. This research uses descriptive qualitative method,
qualitative descriptive method is research that describe the object under study based on facts
that exist in the field. Data are presented using primary data and secondary data through
structured interview, observation, and documentation, then analyzed with qualitative data
analysis. Based on the analysis of this research, results show: (a) Kedai Digital 8 Solo apply
advertising and direct marketing as marketing communication strategies, (b) The advertising
using media Brochures, banners / MMTs and social media, (c) The direct marketing using
letter / proposal submitted to individuals and companies/agencies, (d) Advertising via
social media (online) is done on a regular basis as it is more effective and efficient than
direct advertising, (e) Direct marketing through letter/proposal medium is done
Periodically at least once a year or even rarely

 


Keywords


communication strategy, marketing, and advertising

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