NTB MALL SEBAGAI MEDIA STRATEGI KOMUNIKASI PEMASARAN DINAS PERDAGANGAN PROVINSI NTB DALAM MEMPROMOSIKAN PRODUK UMKM LOKAL

Nurul Rizka, Al Ulya (2024) NTB MALL SEBAGAI MEDIA STRATEGI KOMUNIKASI PEMASARAN DINAS PERDAGANGAN PROVINSI NTB DALAM MEMPROMOSIKAN PRODUK UMKM LOKAL. S1 thesis, Universitas Mataram.

	Text NURUL RIZKA AL ULYA (L1B0170880) SKRIPSI.pdf Restricted to Repository staff only Download (1MB)
	Text NURUL RIZKA AL ULYA (L1BO17088) JURNAL.pdf Download (538kB)

Abstract

Nurul Rizka Al Ulya. L1B017088. NTB Mall as a Marketing Communication Strategy Media for the NTB Provincial Trade Service in Promoting Local UMKM Products. Supervised by Dian Lestari Miharja, SP., MA as Main Supervisor and Yulanda Trisula Sidarta Yohanes., S.I.Kom., M.I.Kom as Assistant Supervisor. The aim is to find out about NTB Mall as a Marketing Communication Strategy Media for the NTB Provincial Trade Service in Promoting Local MSME Products. This type of research is qualitative with descriptive methods. The data collection process is by observation, namely observing everything related to NTB Mall. After observation, in-depth interviews and documentation studies. After collecting data from informants, researchers analyzed the data using Miles and Huberman data analysis techniques, namely data collection, data reduction and data presentation. The results of this research show that the marketing communication strategy implemented by NTB Mall uses IMC theory with a pattern of implementing three activities, namely, first, planning (analyzing the situation by finding out what potentials are currently in demand by the NTB community, determining NTB Mall's communication objectives, focusing on conveying the message that the price of goods or UMKM products is the same as the price at NTB Mall, identify the audience, namely domestic to international tourists, regional agencies and the NTB community, determine the NTB Mall budget, create a business budget plan (RAB) which is then presented to the government for disbursement of the budget implementation document (DPA) , and the development of the NTB Mall program looking at innovations that are currently trending and then using ads). Second, implementation (advertising via social media Instagram, Facebook, YouTube, Tiktok and Influencers, sales promotion by providing free shipping throughout Indonesia without a minimum order, public relations, namely collaborating with various Hotels, Banks, Airports and Mataram Online Courier Services (JOKI) , and NTB interactive marketing using internet technology such as social media, applications and websites). Finally, the third evaluated that NTB Mall did not use personal selling in implementing the integrated marketing communications strategy. The marketing communication strategy implemented by NTB Mall shows success in promoting local UMKM products. Suggestion, hopefully NTB Mall will maximize and apply integrated marketing communication strategies that are not used so that promoting UMKM products on social media can further increase sales from year to year. It is hoped that further research will dig deeper into the information so that it can develop broader information than previous researchers

Item Type:	Thesis (S1)
Keywords (Kata Kunci):	Marketing Communication Strategy, NTB Mall, Local UMKM Products.
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Program Studi Ilmu Komunikasi
Depositing User:	Meike Megawati
Date Deposited:	02 Apr 2024 00:21
Last Modified:	02 Apr 2024 00:21
URI:	http://eprints.unram.ac.id/id/eprint/44802

Actions (login required)

View Item