Skripsi

STRATEGI KOMUNIKASI PEMASARAN PESONA BARI SONGKET PALEMBANG DALAM MENINGKATKAN DAYA BELI KONSUMEN

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Penilaian

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ABSTRACT This study aims to find out the marketing communication strategy carried out by Pesona Bari Songket Palembang in an effort to increase the purchasing power of songket consumers in Palembang City. This study uses a descriptive qualitative method with data collection techniques through interviews and observations. The results of the study found that: (1) In the advertising dimension, the strategy used is to utilize social media as the main platform to market products; (2) Personal sales dimension, Customer Relationship Management (CRM) strategy implemented to maintain direct communication with customers, increase consumer buying interest, and build customer loyalty; (3) In the dimension of sales promotion, customer loyalty programs are carried out through various activities such as participation in events, workshops, and direct marketing at the songket gallery which is tailored to market segmentation and certain moments; (4) In the public relations (PR) dimension, the PR team acts as a liaison between the company and external parties, including business partners, communities, and the media to ensure harmonious relationships and support business growth; (5) In the direct marketing dimension, the customer database management system is strictly verified in accordance with data protection regulations to ensure the security of customer information. The study also found that the marketing communication strategies implemented not only focus on increasing sales, but also on forming a strong brand image among consumers. Keywords: Marketing Communication Strategy, Integrated Marketing Communication (IMC), Consumer

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002886	T173471	T1734712025	Central Library (REFERENCE)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1734712025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

viii, 69 hlm.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302,207

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)

Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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