eprintid: 10169
rev_number: 9
eprint_status: archive
userid: 70
dir: disk0/00/01/01/69
datestamp: 2023-04-14 10:17:03
lastmod: 2023-04-14 10:17:03
status_changed: 2023-04-14 10:17:03
type: thesis
metadata_visibility: show
creators_name: PUTRI RIZKI, Syifa
creators_id: 6662160088
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Winangsih, Rahmi
contributors_name: Yudhi Septa Priana, Rony
contributors_id: 198106082005012001
contributors_id: 198009242014041001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
corp_creators: ILMU KOMUNIKASI
title: STRATEGI KOMUNIKASI PEMASARAN KULINER
KHAS BANTEN BERBAHAN DASAR BANDENG
(StudiKasus Pada UMKM di Kota Serang)
ispublished: pub
subjects: communication-general
divisions: FISIP_CD
full_text_status: restricted
keywords: Kata Kunci: Komunikasi, Pemasaran dan Kuliner. Strategi,
Keywords: Communication, Marketing and Culinary. Strategy,
note: 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.
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.
date: 2022
date_type: published
pages: 134
institution: Fakultas Ilmu Sosial Dan Ilmu Politik
department: Ilmu Komunikasi
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/10169/1/SKRIPSI%20SYIFA%20PUTRI%20RIZKI%20%28%20OK%20%29.pdf