STRATEGI KOMUNIKASI PEMASARAN JOGJA FLOWER MARKET DALAM MENDAPATKAN KONSUMEN

Defli, Zenita Permata (2022) STRATEGI KOMUNIKASI PEMASARAN JOGJA FLOWER MARKET DALAM MENDAPATKAN KONSUMEN. Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

ABSTRAK
Pertumbuhan usaha dalam bidang florist menjadi salah satu usaha yang terus berkembang
mengikuti zaman. Berkembangnya teknologi dan internet membuat Jogja Flower Market
menggunakan media social sebagai media pemasarannya serta mengembangkan startegi
pemasaran dengan cara personal selling. Tujuan dari penelitian adalah untuk mengetahui
bagaimana Strategi Komunikasi Pemasaran Jogja Flower Market Dalam Mendapatkan
Konsumen. Metode penelitian kualitatif deskriptif, teknik pengumpulan data menggunakan
wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa Jogja Flower Market
menerapkan konsep hubungan masyarakat & Publisitas, melakukan komunikasi internal dan
eksternal, memberikan edukasi kepada pihak internal yaitu SDM (Sumber Daya Manusia)
Jogja Flower Market. Jogja Flower Market juga melakukan bauran promosi. Promotion mix
yang digunakan oleh Jogja Flower Market yaitu Sales Promotion, Public Relation, Direct
Marketing, dan Internet Marketing, Word of Mouth. Beberapa elemen tersebut membantu Jogja
Flower Market mencapai tujuan yang sudah ditentukan yaitu mencari konsumen. Elemen
tersebut adalah sebuah proses yang berkaitan satu sama lain untuk melakukan strategi
komunikasi pemasaran Jogja Flower Market.
Kata kunci : Strategi Komunikasi, Jogja Flower Market, Konsumen, Florist

ABSTRACT
Business growth in the field of florist is one of the businesses that continues to grow with the
times. The development of technology and the internet makes Jogja Flower Market use social
media as its marketing medium and develop marketing strategies by means of personal selling.
The purpose of this research is to find out how the Jogja Flower Market Marketing
Communication Strategy in Getting Consumers. Descriptive qualitative research method, data
collection techniques using interviews and documentation. The results show that Jogja Flower
Market applies the concept of public relations & publicity, conducts internal and external
communication, provides education to internal parties, namely the Jogja Flower Market's HR
(Human Resources). Jogja Flower Market also carries out a promotional mix. The promotional
mix used by Jogja Flower Market is Sales Promotion, Public Relations, Direct Marketing, and
Internet Marketing, Word of Mouth. Some of these elements help Jogja Flower Market achieve
its predetermined goal of finding consumers. These elements are a process that is related to
each other to carry out the Jogja Flower Market marketing communication strategy.
Keywords: Communication Strategy, Jogja Flower Market, Consumer, Florist

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Komunikasi, Jogja Flower Market, Konsumen, Florist
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Engineering, Science and Mathematics > School of Engineering Sciences
Depositing User:	Eko Yuli
Date Deposited:	27 Jan 2022 03:19
Last Modified:	22 Nov 2022 01:39
URI:	http://eprints.upnyk.ac.id/id/eprint/27986

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