eprintid: 78106
rev_number: 10
eprint_status: archive
userid: 12241
dir: disk0/00/07/81/06
datestamp: 2026-09-03 06:14:37
lastmod: 2026-09-03 06:14:37
status_changed: 2026-09-03 06:14:37
type: thesis
metadata_visibility: show
contact_email: sophanshofwan@gmail.com
creators_name: Amadhieasheva Giani az-Zahra, NIM.: 22107030095
title: IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN BERLIANO PADA MEDIA DIGITAL
ispublished: pub
subjects: I
divisions: jur_ikom
full_text_status: restricted
keywords: Marketing communication strategy, marketing mix communication, creative economy.
note: Latifa Zahra, M.A.
abstract: This study examines the implementation of marketing communication strategies by Berliano, a small-medium leather industry in Yogyakarta specializing in premium products with Indonesian batik embossed motifs. Despite achieving sales growth of 3.69% in 2025 with monthly turnover averaging IDR 60-95 million, Berliano faces intensifying competition requiring systematic strategic evaluation. Using a descriptive qualitative approach, data were collected through in-depth interviews with the owner, observation, documentation, and validated through expert triangulation. The research applies the marketing mix 7P framework (Product, Price, Place, Promotion, People, Process, Physical Evidence) to analyze strategy implementation. Findings reveal that Berliano has successfully integrated strategies across all seven elements: product differentiation through batik embossed motifs, cost-based pricing for middle-upper segments, omnichannel distribution, educational digital promotion, human resource development, structured processes with bi-weekly evaluation, and consistent visual identity. This research contributes to marketing communication theory by showing effective 7P implementation in UKM contexts.
Keywords: Marketing communication strategy, marketing mix communication, creative economy.
date: 2026-08-07
date_type: published
pages: 112
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Amadhieasheva Giani az-Zahra, NIM.: 22107030095  (2026) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN BERLIANO PADA MEDIA DIGITAL.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/78106/1/22107030095_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/78106/2/22107030095_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf