Cahyani, Putri Mega (2018) STRATEGI KOMUNIKASI PEMASARAN MADANI FURNITURE JEPARA DALAM MENINGKATKAN DAYA SAING. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK
Industri meubel (furniture) adalah industri yang mengolah bahan baku atau bahan
setengah jadi kayu, rotan, dan bahan alami lainnya menjadi produk barang jadi yang
bisa disebut dengan mebel (furniture) yang mempunyai nilai tambah dan manfaat yang
lebih tinggi. Fokus penelitian ini adalah untuk mengetahui strategi komunikasi
pemasaran yang dilakukan oleh Madani Furniture dalam meningkatkan daya saing.
Tujuan dilakukan penelitian ini untuk mengetahui strategi komunikasi pemasaran
industri meubel (furniture) terkait segmentasi, targeting, posisioning dan implementasi,
yang digunakan oleh Madani Furniture dalam meningkatkan daya saing dan untuk
mengetahui produk yang diunggulkan oleh Madani Furniture. Teori yang digunakan
adalah teori perencanaan komunikasi. Metode penelitian yang digunakan dalam
penelitian ini adalah metode deskriptif kualitatif. Objek penelitian ini adalah strategi
komunikasi pemasaran yang diterapkan oleh Madani Furniture dalam meningkatan
daya saing. Hasil penelitian menunjukkan bahwa implementasi strategi komunikasi
pemasaran yang dilakukan oleh Madani Furniture telah dilakukan dengan baik, dengan
eleman-elemen bauran komunikasi yakni Personal Selling, Sales Promotion, Public
Relations, Direct Marketing. Dari keseluruhan aktivitas bauran pemasaran yang
dilakukan, personal selling dan direct marketing lah yang paling menonjol. Banyak
bentuk produk-produk yang ditawarkan oleh Madani Furniture seperti kursi, meja, set
sofa ruang tamu dengan ukiran-ukiran yang unik dan ukiran tersebutlah yang menjadi
kunci kenapa customer ingin memiliki produk dari Madani furniture. Madani Furniture
selalu memberikan kualitas terbaik untuk pelanggan sehingga pelanggan merasa puas
membeli produk Madani Furniture.
Kata kunci: Industri Meubel, Strategi Komunikasi Pemasaran, Madani Furniture, Daya
Saing
ABSTRACT
Furniture industry is an industry that processes raw materials or semi-finished
materials of wood, rattan, and other natural materials into finished products which
can be called furniture which has higher added value and benefits. The focus of this
research is to find out the marketing communication strategies carried out by Madani
Furniture in increasing competitiveness. The purpose of this research is to find out the
marketing communication strategy of the furniture industry (furniture) related to
segmentation, targeting, positioning and implementation, which is used by Madani
Furniture in increasing competitiveness and to find out which products are superior
by Madani Furniture. The theory used is communication planning theory. The
research method used in this study is a qualitative descriptive method. The object of
this research is the marketing communication strategy implemented by Madani
Furniture in increasing competitiveness. The results showed that the implementation
of the marketing communication strategy carried out by Madani Furniture was done
well, with elements of communication mix namely Personal Selling, Sales
Promotion, Public Relations, Direct Marketing. Of the overall marketing mix
activities carried out, personal selling and direct marketing are the most prominent.
Many forms of products offered by Madani Furniture such as chairs, tables, living
room sofa sets with unique carvings and carvings are the key to why customers want
to have products from Madani furniture. Madani Furniture always provides the best
quality for customers so that customers feel satisfied buying Madani Furniture
products.
Keywords: Furniture Industry, Marketing Communication Strategy, Madani
Furniture, Competitiveness
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 18 Dec 2018 01:46 |
| Last Modified: | 21 Aug 2023 08:38 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/17583 |
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