Strategi Integrated Marketing Communication Pada Penjualan Produk Jamu Kita Kabupaten Kebumen
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Institusion
Universitas Muhammadiyah Surakarta
Author
Azca, Awang Samudera
, Drs. Joko Sutarso, M.Si.
, Drs. Joko Sutarso, M.Si.
Subject
HE Communications
Datestamp
2025-03-10 01:45:42
Abstract :
Marketing communications are used by business actors as a means of informing, convincing and reminding consumers directly or indirectly in selling goods and services. This research was conducted to find out the Integrated Marketing Communication Strategy for Sales of Our Jamu Products in Kebumen Regency. This research process uses a descriptive qualitative method with the aim of explaining the phenomenon through collecting the data studied. Data collection techniques are direct observation, interviews with informants, and documentation. The sampling technique uses snowball sampling (Purposive Sampling). The data analysis technique in this research is using data source triangulation by comparing the data obtained with the theory used. The results of this research show that the Integrated Marketing Communication of the Jamu Kita company uses marketing communication channels through WhatsApp and word of mouth media in the community. Meanwhile, the relationship between IMC theory and the results of this research is that IMC theory emphasizes modern marketing communication systems and effective marketing to customers. Apart from that, don't forget that Jamu Kita also carries out offline promotions using a word of mouth system.
Marketing communications are used by business actors as a means of informing, convincing and reminding consumers directly or indirectly in selling goods and services. This research was conducted to find out the Integrated Marketing Communication Strategy for Sales of Our Jamu Products in Kebumen Regency. This research process uses a descriptive qualitative method with the aim of explaining the phenomenon through collecting the data studied. Data collection techniques are direct observation, interviews with informants, and documentation. The sampling technique uses snowball sampling (Purposive Sampling). The data analysis technique in this research is using data source triangulation by comparing the data obtained with the theory used. The results of this research show that the Integrated Marketing Communication of the Jamu Kita company uses marketing communication channels through WhatsApp and word of mouth media in the community. Meanwhile, the relationship between IMC theory and the results of this research is that IMC theory emphasizes modern marketing communication systems and effective marketing to customers. Apart from that, don't forget that Jamu Kita also carries out offline promotions using a word of mouth system.
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