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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian
Sapitri Sapitri
Agribusiness Department, Faculty of Agriculture, Tanjungpura University, Pontianak
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Marketing Communication on Food Processed (MSME) In Pontianak City Sapitri Sapitri; Dewi Kurniati; Shenny Oktoriana
SOCA: Jurnal Sosial Ekonomi Pertanian Vol 14 No 2 (2020): Vol.14.No 2, 2020
Publisher : Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana Jalan PB.Sudirman Denpasar, Bali, Indonesia. Telp: (0361) 223544 Email: soca@unud.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (377.516 KB) | DOI: 10.24843/SOCA.2020.v14.i02.p03

Abstract

The selection of the marketing communication domain plays a major role in promoting products and services. The most common problem in Micro, Small, and Medium Enterprises (MSME) is its funding system. This study aimed to know the integrated communication marketing used in food processing MSME in Pontianak City. This study was involving 100 participants chosen based on the purposive sampling technique. The analysis method used was descriptive and qualitative analysis. Through a descriptive analysis, the variable studied was described. While, the qualitative analysis applied in assessing the data sources, data reduction, and deducting conclusions or verifications. The result showed that integrated communication marketing that consisted of media advertising, sales promotion, and direct marketing are highly contributed to the food processed sales performance in Pontianak City.
Co-Authors Dewi Kurniati Shenny Oktoriana