relation: https://digilib.uin-suka.ac.id/id/eprint/79571/
title: KOMUNIKASI PEMASARAN DALAM MEMBANGUN KEPERCAYAAN KONSUMEN PADA WARUNG MADURA DI YOGYAKARTA
creator: Irda Febriyanti, NIM.: 22107030118
subject: 658.802 Komunikasi - Pemasaran
description: Madura Warungs are traditional retail businesses that have managed to survive amid  competition from modern convenience stores. Their sustainability is supported not  only by product availability and pricing but also by marketing communication in  building consumer trust. This study aims to identify and analyze marketing  communication in building consumer trust in Madura Warungs in Yogyakarta City.  This research employed a descriptive qualitative approach. Data were collected  through interviews, observations, and documentation. The research informants  consisted of three Madura Warung owners and consumers, selected using purposive  sampling. Data validity was ensured through technique triangulation and expert  triangulation. Data were analyzed through data reduction, data presentation, and  conclusion drawing. The findings indicate that marketing communication at Madura  Warungs is implemented through the marketing mix, consisting of Product, Price,  Place, and Promotion. In terms of Product, consumer trust is built through product  variety, ease of obtaining daily necessities, and transparency regarding product  conditions. In terms of Price, trust is developed through transparent pricing and  providing product alternatives according to consumers' purchasing abilities. In  terms of Place, accessible locations and 24-hour operating hours provide  convenience for consumers. Meanwhile, Promotion is primarily carried out through  service, direct interaction, social relationships, and word of mouth rather than active  use of social media. Overall, consumer trust is built through positive experiences,  transparent information, good service, accessibility, and consistency in meeting  consumer needs. These experiences encourage repeat purchases and  recommendations to others.
date: 2026-08-13
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/79571/1/22107030118_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/79571/2/22107030118_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Irda Febriyanti, NIM.: 22107030118  (2026) KOMUNIKASI PEMASARAN DALAM MEMBANGUN KEPERCAYAAN KONSUMEN PADA WARUNG MADURA DI YOGYAKARTA.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.