PENERAPAN MARKETING MIX PADA STRATEGI KOMUNIKASI PEMASARAN KAIN BATIK BESUREK DALAM MEMPERTAHANKAN EKSISTENSI KAIN BESUREK

(Studi pada Swarnabumei, Galeri Kain Batik Besurek diKota Bengkulu )

Authors

  • Gigin Pasan Dani
  • sridwi Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.36085/jsikom.v3i2.4130

Abstract

This study aims to describe the Marketing Communication Strategy of the batik gallery
of Besurek Swarnabumei. This type of research is descriptive research with a qualitative
approach. The data collection method used consisted of the interview method, the observation
method, and the document method. The data analysis used consisted of data reduction, data
presentation and conclusion drawing. The results showed that the batik gallery of Besurek
Swarnabumei in introducing and maintaining the existence of its products to the public uses an
integrated marketing communication strategy that aims to increase the company's sales. The
marketing communication strategy used is advertising through print media, electronic media,
and internet media. Personal selling activities are carried out by the owners and employees of
the Besurek Swarnabumei batik gallery. Sales promotions are carried out by giving discounts
and participating in activities held by local governments or national events. A good relationship
is also established by the batik gallery of Besurek Swarnabumei, both with the community and
consumers with the aim of getting a good image from the community. In addition, producers
also market their products directly to the public without going through distributors or
intermediaries. Marketing via the internet is also carried out by the batik gallery of Besurek
Swarnabumei, namely through Instagram and Facebook.


Keywords: Strategy, Marketing Communication, Existence, Batik Besurek

Additional Files

Published

20-10-2022

How to Cite

Dani, G. P., & Fajarini, S. D. (2022). PENERAPAN MARKETING MIX PADA STRATEGI KOMUNIKASI PEMASARAN KAIN BATIK BESUREK DALAM MEMPERTAHANKAN EKSISTENSI KAIN BESUREK: (Studi pada Swarnabumei, Galeri Kain Batik Besurek diKota Bengkulu ). J-SIKOM, 3(2), 43–57. https://doi.org/10.36085/jsikom.v3i2.4130

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Section

Articles
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