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AKTIVITAS KOMUNIKASI PEMASARAN RUMAH BATIK SERASAN DALAM MEMPROMOSIKAN BATIK KHAS MUARA ENIM

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Penilaian

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As one of the Medium Small Industries in Muara Enim, Rumah Batik Serasan (RBS) conducts marketing communication activity to promote serasan cloth as signature batik of Muara Enim so that the product can be widely known, trusted, and used by influential figures. The goal of this research is to find out what marketing communication activities were carried out by RBS based on theory IMC (Integrated Marketing Communication) presented by Philip Kotler and Kevin Lane Keller. This research method used in-depth interview (to the Head and Craftsman of Rumah Batik Serasan, customer, and general public), observation, and documentation study. The result of this research indicates that Rumah Batik Serasan has implemented eight main elements contained on IMC theory in promoting Muara Enim batik. Marketing Communication activities were carried out by Rumah Batik Serasan include advertising, sales promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling. Thus, it could be concluded that Rumah Batik Serasan has maximized effort of communication marketing to the Muara Enim community through the series of Marketing Communication Activity. Overall, what has been done by Rumah Batik Serasan is following the existing theory and has resulted positive impact by the increasingly being recognized serasan batik as the signature batik of Muara Enim. Keywords: Marketing Communication, Rumah Batik Serasan, Muara Enim

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207004880	T83011	T830112022	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T830112022

Publisher

Inderalaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik., 2022

Collation

xi, 104 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.237

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

SEPTA

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