@phdthesis{digilib15676,
           month = {February},
           title = {KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENJUALAN (STUDI DESKRIPTIF KUALITATIF PADA GUDEG KALENG BU TJITRO YOGYAKARTA)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM. 10730056 NURUZZAMAN ASSHIDDIQ},
            year = {2015},
            note = {Pembimbing: Mokh. Mahfud, S.Sos.I.,M.Si.},
        keywords = {Marketing Communication, Increasing sales, Gudeg on tin package,Bu Tjitro.},
             url = {https://digilib.uin-suka.ac.id/id/eprint/15676/},
        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.}
}