STRATEGI KOMUNIKASI PEMASARAN JAMEELA SHEESHA DALAM MEMPERTAHANKAN BISNIS DI YOGYAKARTA (Studi Deskriptif Kualitatif pada Pengelola Jameela Sheesha)

Arifin, NIM. 10730112 (2017) STRATEGI KOMUNIKASI PEMASARAN JAMEELA SHEESHA DALAM MEMPERTAHANKAN BISNIS DI YOGYAKARTA (Studi Deskriptif Kualitatif pada Pengelola Jameela Sheesha). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

If we visit some cafes in Yogyakarta, there we will find shisha. In a short time many cafes have came up by introducing the uniqueness and excellence of each. The emergence of a more modern variation of cigarettes of shisha also makes the shisha’s manager think again for loyal shisha lovers to survive. Therefore, the owner of the shisha business especially Jameela Sheesha must be able to maintain the business continuity as well as develop with the vision, mission and goals. Because of that we need to implement an effective marketing communication strategy to create awareness and customer interest to the product concerned. So the formulation of the problem how Jameela Sheesha marketing communication strategy to keep business in Yogyakarta?. This research aims to knows Jameela Sheesha marketing communication strategy to keep business in Yogyakarta. The type of research used here is qualitative description research method. Techniques of collecting data using interviews, observation, and documentation. Test data validity is use the triangulation of data source. Data were analyzed using Miles and Huberman model with data collection, data reduction, data presentation, and conclusion. This research describes the marketing strategy undertaken by Jameela Sheesha owner assisted by Marketing Division covering Product, Price, Place, and Promotion. The results show that Jameela Sheesha uses an integrated marketing communication tool, that is advertising, sales promotion, public relations, personal selling, direct marketing and Word Of Mouth. The marketing communication tools used to increase the number of consumers who are not always increasing. Keywords: Strategy, Marketing communication, Business, Shisha

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