STRATEGI BAURAN KOMUNIKASI PEMASARAN PADA KELOMPOK SADAR WISATA (POKDARWIS) KAIN TENUN IKAT KELURAHAN BANDAR KIDUL KECAMATAN MOJOROTO KOTA KEDIRI

Sari

ABSTRAK

Riset bermaksud memahami strategi bauran komunikasi pemasaran atas POKDARWIS kain tenun ikat Kelurahan Bandar Kidul. Pemanfaatan riset berupa tipe kualitatif. Riset menerapkan reduksi data, penyajian data, beserta penarikan kesimpulan. Melalui riset didapati POKDARWIS kain tenun ikat Kelurahan Bandar Kidul mempraktikkan bauran komunikasi pemasaran berbentuk pengaplikasian iklan via Facebook, Instagram, Tiktok, peta wisata Kota Kediri, juga Endorse. Adevertensi penjualan dilancarkan pada pembagian diskon di momen tertentu. Pengerjaan hubungan masyarakat dan publisitas yakni penyuluhan demi memperluas kecakapan selaku pengrajin kain tenun ikat. Pemasaran langsung mengarah akan customer database juga live TikTok. Penjualan pribadi diberlangsungkan di kala pameran seraya penyebaran brosur dan berniaga temu muka bersama calon pembeli. Selain itu, diadakan pengangkatan produk sarung tenun ikat ke luar negeri seperti Sudan, Kenya, Jepang, Belanda, dan Jerman.

Kata Kunci: Strategi, Bauran Komunikasi Pemasaran, POKDARWIS

 

ABSTRACT

The research intended to understand the marketing communication mix strategy of POKDARWIS woven ikat fabric in Bandar Kidul Village. The research utilization is qualitative type. The research applied data reduction, data presentation, and conclusion drawing. Through the research, it was discovered that POKDARWIS woven ikat fabrics of Bandar Kidul Village practiced a marketing communication mix in the form of advertising applications via Facebook, Instagram, Tiktok, Kediri City tourism map, as well as Endorse. Sales advertising is launched on the distribution of discounts at certain moments. Public relations and publicity work, namely counseling in order to expand skills as a woven ikat fabric craftsman. Direct marketing leads to a customer database as well as live TikTok. Personal selling takes place at exhibitions while distributing brochures and trading face-to-face with potential buyers. In addition, the export of ikat woven sarong products to foreign countries such as Sudan, Kenya, Japan, the Netherlands and Germany was organized.

 Keywords: Strategy, Marketing Communication Mix, POKDARWIS