KOMUNIKASI PEMASARAN DALAM MEMBANGUN KEPERCAYAAN KONSUMEN PADA WARUNG MADURA DI YOGYAKARTA

Irda Febriyanti, NIM.: 22107030118 (2026) KOMUNIKASI PEMASARAN DALAM MEMBANGUN KEPERCAYAAN KONSUMEN PADA WARUNG MADURA DI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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