ALLISHA AMBAL SATAY’S MARKETING COMMUNICATION STRATEGY AS FEATURED SOUVENIR OF KEBUMEN
FEBRIANA SASMITA UTAMI

Informasi Umum

Kode

22.04.3233

Klasifikasi

658.81 - Marketing Management

Jenis

Karya Ilmiah - Skripsi (S1) - Reference

Subjek

Marketing Communication, Marketing,

Dilihat

401 kali

Informasi Lainnya

Abstraksi

<div>Satay is a typical food that can be easily found in almost all regions of Indonesia.</div>

<div>Indonesia also has various kinds of satay, one of which is ambal satay, a special dish</div>

<div>from Kebumen, Central Java. Unfortunately, ambal satay does not have a long shelf</div>

<div>life. However, Allisha Ambal Satay product from Allisha Foods can last up to 6</div>

<div>months and become Kebumen's featured souvenirs. This study aims to determine the</div>

<div>marketing communication strategy carried out by Allisha Ambal Satay as featured</div>

<div>souvenir of Kebumen. This research uses descriptive qualitative research method. The</div>

<div>research data was taken through the process of interview, observation, documentation,</div>

<div>and literature study. The data validity technique uses source triangulation techniques.</div>

<div>This study uses the theory of an effective marketing communication strategy from</div>

<div>(Machfoedz, 2010). The results showed that Allisha Ambal Satay designed</div>

<div>communication objectives and used message and media strategies. In the message</div>

<div>strategy there are creative message form of rational and emotional messages. In the</div>

<div>media strategy, Allisha Ambal Satay uses direct communication channels by meet the</div>

<div>consumers at exhibitions and indirect communication channels through social media</div>

<div>such as Instagram and Facebook as the main media, and print media, namely brochures</div>

<div>and catalogs to support exhibition. Allisha Ambal Satay takes advantage of consumer</div>

<div>gaps in the form of time and place. The time that Allisha Ambal Satay uses to convey</div>

<div>messages in direct communication channels is when consumers come to the booth</div>

<div>while indirect communication channels such as social media are weekdays for</div>

<div>Instagram and weekends for Facebook during break time from 12.00-13.00 WIB or</div>

<div>19.00-21.00 WIB during breaks, while brochures and catalogs serve as supporting</div>

<div>media in the exhibition.</div>

• COH2J3 - INTEGRATED MARKETING COMMUNICATION

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