Strategi Komunikasi Pemasaran Ayam Bakar Wanaraja

Hayat, Nuril (2023) Strategi Komunikasi Pemasaran Ayam Bakar Wanaraja. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Ayam Bakar Wanaraja is a place to eat in the Bekasi area, the many places to eat that have grilled chicken menus in various places make Ayam Bakar Wanaraja have a marketing strategy that is used to increase sales. In marketing communications, not only marketing products, it is necessary to have an appropriate strategy, because marketing communication strategies are the key to a company's success in attracting interest and increasing the number of customers. Ayam Bakar Wanaraja applies marketing communications as a strategy in communicating and marketing its products. The purpose of this research is to find out the marketing communication strategy used by Ayam Bakar Wanaraja. Researchers use qualitative research methods. By collecting data through observation, interviews, and documentation. Then in this study using marketing communication mix theory. . The results of this study are marketing communications as a marketing communication strategy for Ayam Bakar Wanaraja such as advertising, sales promotions, public relations, personal selling, direct selling using online media such as whatsapp messanger and instagram story, Sales promotion by holding price discounts, price packages, direct marketing marketing their products on social media, inviting customers to come to stalls, besides that with worth of mouth which is done by using the power of personal recommendations from relatives and closest people such as the owner as well as establishing good relations with internal and external communities such as holding gatherings with employees and owners

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