BENTUK KOMUNIKASI PEMASARAN BALAI EKONOMI DESA (BALKONDES) DALAM MENINGKATKAN PENJUALAN UNIT USAHA DESA (Studi Deskriptif Kualitaitif Pada Balkondes Tuksongo, Kecamatan Borobudur, Kabupaten Magelang)

Afin Kharismawan, NIM.: 16730078 (2020) BENTUK KOMUNIKASI PEMASARAN BALAI EKONOMI DESA (BALKONDES) DALAM MENINGKATKAN PENJUALAN UNIT USAHA DESA (Studi Deskriptif Kualitaitif Pada Balkondes Tuksongo, Kecamatan Borobudur, Kabupaten Magelang). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine the marketing communication activities at Tuksongo Village Economic Center in improving village business units. The approach in this study uses a qualitative approach with data collection methods in the form of interviews, observation, and documentation. The resource person in this study is the supervisor of the management team of Balkondes Tuksongo. This research focuses on the use of a communication mix of advertising, sales promotion, public relations, direct marketing, interactive marketing, word of mouth marketing, and personal selling. The result of this study indicates that Balkondes Tuksongo conducts marketing communication activities in the form of a marketing communication mix that has been applied by utilizing all marketing functions in all lines in the Balkondes Tuksongo team. The data validity is tested on the practices applied by Balkondes Tuksongo to tourists and vendors who had collaborated. From the data validity test, it was found that the application of marketing communication activities in Balkondes Tuksongo had several functions that had not been fulfilled because Balkondes Tuksongo needed to conduct evaluations in improving products, competitive selling prices, and service quality.

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