STRATEGI KOMUNIKASI PEMASARAN PEMERINTAH KOTA YOGYAKARTA UNTUK MEMPERKENALKAN MARKETPLACE LOKAL KEPADA PELAKU INDUSTRI (Studi Deskriptif Kualitatif Pada Marketplace “Dodolan” oleh Dinas Perindustrian dan Perdagangan Kota Yogyakarta)

Fatimah Arum Utari, NIM.; 16730059 (2021) STRATEGI KOMUNIKASI PEMASARAN PEMERINTAH KOTA YOGYAKARTA UNTUK MEMPERKENALKAN MARKETPLACE LOKAL KEPADA PELAKU INDUSTRI (Studi Deskriptif Kualitatif Pada Marketplace “Dodolan” oleh Dinas Perindustrian dan Perdagangan Kota Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

There are a lot of foreign marketplace dominate the domestic digital economy so that the digital economy cycle is handled by foreigner. On the other hand, Small and Medium-sized Enterprises (SMEs) actor in Yogyakarta are threatened by deindustrialization and are forced to move to another area to maintain their business. This case makes the Yogyakarta Industry and Trade Authority encourage the SMEs actor to take advantage of a local marketplace owned by the Government of Yogyakarta which called it as the “Dodolan” to keep the economic circulation in the region as well. Researcher analyzes marketing communication strategy conducted by Yogyakarta Industry and Trade Authority with marketing communicating strategy planning model called SOSTAC (Situation, Objectives, Strategy, Tactics, Actions, and Control) formulated by PR Smith. The study concerns about the stages of communication strategy formulation starting from planning, implementation, and evaluation. Data were collected using qualitative methods through interview, observation, and documentation study. As a result, Yogyakarta Industry and Trade Authority used Top-Down pattern and the flow of the marketing communication strategy by Yogyakarta Industry and Trade Authority in introducing the “Dodolan” marketplace to the SMEs actor is in accordance with SOSTAC model.

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