PUTRI RIZKI, Syifa (2022) STRATEGI KOMUNIKASI PEMASARAN KULINER KHAS BANTEN BERBAHAN DASAR BANDENG (StudiKasus Pada UMKM di Kota Serang). S1 thesis, Fakultas Ilmu Sosial Dan Ilmu Politik.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
SKRIPSI SYIFA PUTRI RIZKI ( OK ).pdf Restricted to Registered users only Download (2MB) |
Abstract
Penelitian ini berangkat dari fenomena kurangnya inovasi dalam strategi komunikasi pemasaran dari para pelaku UMKM (Usaha Mikro Kecil dan Menenghah) yang begerak dalam olahan kuliner berbahan dasar Ikan Bandeng di Kota Serang. Penelitian ini memfokuskan pada pengkajian karekteristik dan strategi komunikasi pemasaran kuliner khas Banten berbahan dasar Bandeng (studi kasus pada UMKM Kota Serang). Metode penelitiannya adalah pendekatan kualitaitf dengan desainpenelitianberupa deskriptifanalitik. Hasil penelitian menunjukan bahwa karakteristik UMKM produsenkulinerKhas Banten Berbahan Dasar Bandeng memilikipendekatandiantaranyamenjadikankuliner olahan Bandeng sebagaimakanancirikhasmasyarakatKota Serang dan dikategorikankedalamagroindustriyang kebanyakanusahainidilakukandalamskalausahakecil dan menengah yang tergolongkedalamindustrirumahtangga. Adapun Startegikomunikasipemasaran melalui stratgeipromosipenjualan (sales promotion) sepertimemberikandiskonkepadakonsumen dan membinakeakrabanantaraprodusen dan konsumen yang menjadikan promosiberantai. Kemudian strategi dengan penjualan personal (personal selling) dilakukancarakaryawanberinteraksilangsungdengan para konsumenuntuk mengenalkan proses pembuatanproduk dan mengenalkannilai-nilaimanfaatprodukdan konsumen mampuhmenghargaikualitasnya dan terpuaskan. Strategi dengandirect marketing (pemasaranlangsung) melalui ikutserta berbagaievent expo yang bekerjasamadengan salah satuinstansipemerintah yang ada di Kota Serang.Strategi hubunganmasyarakat (public relations) dilakukanoleh karyawandengan para konsumenseperti menjalinkeakrabandengan konsumen. Memberikan kesempatan kepada konsumen untuk melihat langsung proses pembuatan produk kuliner berbahan dasar bandeng. Pendekatanhubunganmasyarakatdilakukan juga denganmenggelarberbagai momentertentusepertinontonbarengjikaadapertandingan bola besarsepertipiala dunia.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | This research departs from the phenomenon of a lack of innovation in marketing communication strategies from UMKM actors (Micro, Small and Medium Enterprises) who are engaged in culinary preparations material basic Milkfish in Serang City. This study focuses on studying the characteristics and marketing communication strategies of Banten's culinary specialties material basic milkfish (a case study on SMEs in Serang City). The research method is a qualitative approach with a descriptive analytical research design. The results of the study show that the characteristics of MSME producers of typical Bantenese culinary material basic milkfish have approaches including making processed milkfish culinary as a typical food for the people of Serang City and categorized into agroindustry, most of which are carried out in small and medium scale businesses which are classified as home industries. The marketing communication strategy is through sales promotion strategies such as giving discounts to consumers and fostering intimacy between producers and consumers who make chain promotions. Then the strategy with personal selling is carried out where employees interact directly with consumers to introduce the product manufacturing process and introduce the value of product benefits and consumers are able to appreciate its quality and be satisfied. Strategy with direct marketing (direct marketing) through participating in various expo events in collaboration with one of the government agencies in Serang City. The public relations strategy is carried out by employees with consumers such as establishing familiarity with consumers. Provide opportunities for consumers to see firsthand the process of making culinary products material basic milkfish. The public relations approach is also carried out by holding certain moments such as watching together if there is a big football match such as the world cup. | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Komunikasi, Pemasaran dan Kuliner. Strategi, Keywords: Communication, Marketing and Culinary. Strategy, | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi | |||||||||
| Depositing User: | Perpustakaan FISIP | |||||||||
| Date Deposited: | 14 Apr 2023 10:17 | |||||||||
| Last Modified: | 14 Apr 2023 10:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/10169 |
Actions (login required)
 |
View Item |