KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA GUDEG KALENG BU TJITRO YOGYAKARTA)

NURUZZAMAN ASSHIDDIQ, NIM. 10730056 (2015) KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA GUDEG KALENG BU TJITRO YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research explain about what kind of marketing communication implemented by Gudeg Bu Tjitro on tin package. Gudeg Bu Tjitro on tin package is the first gudeg on tin package in Indonesia, Gudeg Bu Tjitro on tin package succesfully increase the sales year by year. But, the succesfully of marketing communication is still unknown. This research uses descriptive qualitative method to explain the result from the research. This research applies theory of marketing communication and integrated information. Theory marketing communication talks about advertising, sales promotion, public relations, personal selling, direct selling, and internet marketing, and integrated information talks about how to influence consumen behaviour. Based on the research, marketing communication implemented by Gudeg Bu Tjitro on tin package is conducted through; brochure, sales promotion such as discount and quiz, press release for mass media, stand sales and following the exhibition, using personal selling via facebook and twitter, and using internet marketing. Marketing communication do by Gudeg Bu Tjitro on tin package proved can influence consumen behaviour. By implementing the marketing communication Gudeg Bu Tjitro on tin package successfully increases its total sales. In 2011, it sold 16.876 tins, and in 2014 it increased the sales up to 118.813 tins.

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