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STRATEGI KOMUNIKASI PEMASARAN SUNNY PRODUCTION DALAM MENDAPATKAN KEPERCAYAAN PELANGGAN

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Penilaian

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The growth of business competition in the world of vendors, making vendors must have the right marketing communication strategy to survive in the strict competition. Sunny Production is a local vendor in Palembang with the highest marketing achievement compared to competitors. This research looks at how the marketing communication strategy carried out by Sunny Production in gaining customer trust. In this study, researchers used marketing communication theory by Philip Kotler and Garry Armstrong by using qualitative methods and descriptive data types. Data collection techniques using in-depth interviews, observation, and study documentation. The results showed that the Sunny Production product dimensions applied product diversity and product brands. Then, the Sunny Production price dimension gives a list of prices and discounts to certain clients. Furthermore, the Sunny Production promotion dimension uses advertising, personal selling, and direct marketing. After that, Sunny Production applied the distribution channel, determined the type of transportation, and selected the location of the warehouse in the distribution dimension. The method of personal selling is most often used by Sunny Production through its managing director in conducting marketing communication strategies to gain customer trust. Key words: Marketing Communication, Vendor, Customer Trust.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2007000819	T33741	T337412020	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T337412020

Publisher

Inderalaya : Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Sriwijaya., 2020

Collation

xv, 133 hlm. : ilus. ; 28 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.820 7

Content Type

Text

Media Type

unmediated

Carrier Type

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Edition

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Subject(s)

Program Studi Ilmu Komunikasi
Pemasaran, Komunikasi
Kepercayaan Pelanggan

Specific Detail Info

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Statement of Responsibility

DS

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