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KOMUNIKASI PEMASARAN PT. DICIRI DALAM MENARIK MINAT PELAKU BISNIS UMKM DI KOTA BOGOR
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This research is motivated by various challenges, such as the limited budget of MSMEs in using marketing service providers and PT Diciri's reliance on marketing communication in its business. This study uses marketing communication theory as a foundation to understand how PT Diciri builds relationships with MSMEs through the marketing mix (7P), which includes product, price, promotion, place, people, process, and physical evidence. The promotional mix consists of advertising, personal selling, sales promotion, public relations, and direct marketing. The research method used is qualitative with a descriptive approach. Data collection techniques were conducted through interviews with PT Diciri. The findings show that PT Diciri's marketing communication strategy is effective in attracting MSMEs, but obstacles such as limited human resources, inconsistent budgets, and time-consuming approval processes were encountered. Therefore, improvement in internal communication management and client education is needed to enhance future services. The research results indicate that PT Diciri successfully implements marketing communication strategies by combining online and offline approaches through the marketing mix (7P) and promotional mix such as digital marketing, direct marketing via WhatsApp, and networking. The use of technology such as Digital Customer Relationship Management (DCRM) and the Diciri Mobile application strengthens transparency and interaction with clients. However, the company faces challenges like miscommunication regarding service expectations, limited human resources, time-consuming approval processes, and inconsistent MSME budgets. Therefore, improving internal communication management, client education, and administrative efficiency is necessary to enhance service quality.
Detail Information
| Item Type |
Bachelor's Thesis
|
|---|---|
| Penulis |
ADINDA SEPTIA WAHYUNI - Personal Name
|
| Student ID/NPM |
03202040090
|
| Dosen Pembimbing |
Agus Hitopa Sukma, S.H, M.I.Kom - - Dosen Pembimbing 1
|
| Penguji |
Misnan, S.S.,M.I.Kom - - Ketua Penguji/Penguji 1
Iswahyu Pranawukir S.Sn., M.I.Kom - - Anggota/Penguji 2 Alamsyah, S.Sos.,M.I.Kom - - Anggota/Penguji 3 |
| Kode Prodi PDDIKTI |
70201
|
| Edisi |
Unpublished
|
| Prodi/Fakultas |
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK/ILMU KOMUNIKASI
|
| Kontributor | |
| Bahasa |
Indonesia
|
| Penerbit | Institut Bisnis & Informatika Kosgoro 1957 : Jakarta., 2025 |
| Edisi |
Unpublished
|
| Subyek | |
| No Panggil |
2025-57-063
|
| Copyright |
Institut Bisnis & Informatika Kosgoro 1957
|
| Doi | |
| Bentuk File |