IMPLEMENTASI KOMUNIKASI PEMASARAN TERPADU DALAM MENARIK MINAT BELI KONSUMEN MANCANEGARA (STUDI DESKRIPTIF KUALITATIF PADA SATE RATU YOGYAKARTA)

Husni Aby Muzaki, NIM.: 19107030040 (2024) IMPLEMENTASI KOMUNIKASI PEMASARAN TERPADU DALAM MENARIK MINAT BELI KONSUMEN MANCANEGARA (STUDI DESKRIPTIF KUALITATIF PADA SATE RATU YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Currently, there are many business innovations in the culinary segment, which results in competition between businesses. One of the culinary shares that is often found, especially in Yogyakarta, is satay culinary, both street food and five stars. However, there is one iconic satay culinary for domestic and foreign tourists visiting Yogyakarta, namely Sate Ratu. In the midst of the many satay culinary businesses in Yogyakarta, Sate Ratu is able to maintain its existence as a favourite culinary destination for various tourists. This research aims to find out how the implementation of integrated marketing communication carried out by Sate Ratu Yogyakarta in attracting foreign consumers' buying interest. The theory used in this research is integrated marketing communication proposed by Kotler & Keller. The method used in this research is descriptive qualitative. This study found that in the marketing process, Sate Ratu Yogyakarta implements an integrated marketing communication strategy. The elements of the marketing communication mix implemented by Sate Ratu Yogyakarta are online and social media marketing, public relations and publicity, events and experiences, personal selling, electronic word of mouth. With the implementation of the strategy, Sate Ratu Yogyakarta is able to attract consumer buying interest in transactional and referential indicators.

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