Strategi Komunikasi Pemasaran Dalam Meningkatkan Penjualan Ikan Air Tawar Perusahaan Dagang Mandiri

Fitri, Ossa Repayani (2023) Strategi Komunikasi Pemasaran Dalam Meningkatkan Penjualan Ikan Air Tawar Perusahaan Dagang Mandiri. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The current condition shows that competition is becoming tighter,
requiring every business entity to enhance their marketing strategies. With the
increasing number of freshwater fish trading companies emerging, entrepreneurs
need to think creatively in marketing their products to continually increase sales.
The objective of this research is to identify the marketing communication
strategies implemented by an independent trading company to boost its sales. The
theoretical framework utilized in this study is the 4P marketing mix, consisting of
Product, Price, Place, and Promotion. To support these strategies, sales theories
are also employed. This research adopts a qualitative approach with descriptive
research methods. Data collection techniques include observation, interviews, and
documentation. The findings of this study indicate that the independent trading
company has implemented the four elements of the marketing mix for goods and
services in executing its marketing communication strategies. Word of mouth and
Direct Marketing are the most utilized components of the promotion mix by the
independent trading company to increase sales. Moreover, the role of the
marketing mix in boosting sales is considered highly effective as it aids the
independent trading company in identifying its target consumers.

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