Rachmad Rinata, Asfira
Unknown Affiliation

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Journal : Jurnal Komunikasi Nusantara

Jurnal Komunikasi Nusantara Vol 1 No 2 (2019)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (104.416 KB) | DOI: 10.33366/jkn.v1i2.24


Woven fabric is a handicraft product inherited from generation to generation. Woven fabric can be weared as dress in dances at parties or in traditional events. Every motif on woven fabric has meaning both traditionally and culturally. The purpose of this study is to find out the marketing strategy and the factors that influence it. The method used in this research is descriptive qualitative method with data collection techniques using the method of interview, observation, documentation to obtain primary data and secondary data. As well as data analysis techniques carried out through reduction, presentation and drawing conclusions. The result shows that implementation of marketing communication strategies Prailiu Weaving Center uses a marketing mix consisting of product, price, place and promotion which includes sales promotion, face-to-face promotion and direct marketing. The marketing strategy of the Prailiu Weaving Center consists of marketing strategy analysis which includes opportunity analysis and competitive analysis, as well as the marketing process which consists of determining product segmentation, targeting and positioning. Factors that influence marketing activities consist of supporting factors and inhibiting factors from both internal and external environments.
Strategi Marketing Public Relations Jawa Timur Park Group dalam Menjalin Good Relations dengan Stakeholders Rachmad Rinata, Asfira; Sariniati, Mina
Jurnal Komunikasi Nusantara Vol 2 No 2 (2020)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v2i2.53


The purpose of this research is to know the planning strategy of public relations Jawa Timur Park Group especially the strategy to establish good relationships with its stakeholders and support programs with the good relations. This research uses a qualitative paradigm by colaborating data from semi-structured interviews and documentation. The concepts used in his analysis are public relations planning strategies initiated by Cutlip, Center, and Broom, including making decisions about objectives and objectives, identifying deciding audiences, setting policy or strategy rules, and deciding which strtegi to use. The results of this research marketing public relations Jawa Timur Park Group made decisions that were handed over entirely to the leader of the company. Public relations also makes the purpose of the program to attract stakeholders so that they want to cooperate. In addition to identifying the audience by looking at what is their characteristic, the company has a policy or strategy rule that is to promote the understanding of the East Java park group company to all its business scopes, and decide what strategy the company will use. The strategy that has been decided in establishing relationships with East Java Park Group stakeholders is implemented through programs tailored to stakeholders' relationships. These programs are Corporate Social Responsibility (CSR), special events, discounts, and additional facilities.