MEDIA KOMUNIKASI PEMASARAN DALAM USAHA REST AREA DI JONGGOL JAWA BARAT

Mulya Akim, Sukarelawati Sukarelawati, ali alamsyah kusumadinata

Abstract


The object in this study is the Rest Area located in Jonggol, West Java. The purpose of the study aims to explain the function of social media, especially Whatsapp as a marketing communication medium by business managers in the rest area. Marketing communication is carried out to increase sales of each business actor, in the process of increasing sales, each business actor carries out different ways of promotion. The decrease in income was due to the implementation of PPKM which reduced the number of visits and visits to tourist sites. Research climbing using qualitative with descriptive methods. Data collection was carried out by observation and interview techniques. The data analysis technique used uses data presentation and is developed into a descriptive narrative with a theoretical approach that is in accordance with marketing communication. The results of this study show that consumers' purchasing decisions in Jonggol Rest Area using Whatsapp communication media as a promotion have a good relationship between managers, stall tenants, and consumers.


Keywords


Marketing Communications, Promotions, Whatsapp Media

Full Text:

PDF

References


Cangara, H. (2016). Pengantar Ilmu Komunikasi. Jakarta : Erlangga.

Csordás, A., Pancsira, J., Lengyel, P., Füzesi, I., & Felföldi, J. (2022). The Potential Of Digital Marketing Tools To Develop The Innovative Sfsc Players’ Business Models. . J. Open Innov. Technol. Mark. Complex, 8(3), 1-14. Doi: Https://Doi.Org/10.3390/Joitmc8030122

Delaila, F. R., & Nuraeni, Y. (2020). Peran Media Sosial Instagram Dalam Strategi Komunikasi Pemasaran Raindear Coffee And Kitchen Pada Masa Pandemi Covid. International Journal Of Communication, Management And Humanities, 157.

Fajar, M. (2009). Ilmu Komunikasi Teori & Praktek Edisi Pertama. Yogyakarta : Graha Ilmu.

Hambalah, F., & Kusuma, Y. B. (2021). Hambalah, Febrina, And Yanda Bara Kusuma. "Analisis Pengaruh Kreativitas Iklan Dan Endorser Terhadap Keputusan Pembelian Online Di E-Commerce Shopee.". Aplikasi Administrasi: Media Analisa Masalah Administrasi, 24(2), 113-122. Doi:Https://Doi.Org/10.30649/Aamama.V24i2.129

Infantyo, E., Ratnamulyani, I. A., & Kusumadinata, A. A. (2017). Potensi Pariwisata Dan Promosi Candi Sewu Sebagai Destinasi Wisata Bersejarah Di Jawa Tengah. Jurnal Komunikatio, 3(1), 21-28. Doi:Https://Doi.Org/10.30997/Jk.V3i1.847

Kotler, P., Amstrong, G., & Opresnik, M. O. (2017). Principles Of Marketing . New York : Pearson .

Kusumadinata, A. A., Salsabila, A., Ningsih, A., E, F., Rachman, F., Karim, M., . . . Nasrudin, W. (2022). Penyuluhan Pemanfaaatan Sosial Media Instagram Membentuk Branding Usaha Mikro Kecil (Umk). Jurnal Masyarakat Madani Indonesia, 1(3), 149–156.

Masrianto, A., Hartoyo, H. A., & Hasanah, N. (2022). Digital Marketing Utilization Index For Evaluating And Improving Company Digital Marketing Capability. J. Open Innov. Technol. Mark. Complex , 8(3), 1-18. Doi:Https://Doi.Org/10.3390/Joitmc8030153

Pangestika, N. L. (2018). Pengaruh Pemanfaatan Media Sosial Whatsapp Terhadap Penyebaran Informasi Pembelajaran Di Sma Negeri 5 Depok. Jakarta: Fitk Uin Syarif Hidayatullah Jakarta.

Priantoro, B. (2019). Strategi Komunikasi Pemasaran Melalui Media Whatsapp (Studi Kasus Garuda Indonesia Solo). Seminar Nasional Cendekiawan Ke 5 Tahun 2019, 1-6.

Rosyad, U. N. (2011). Pengaruh Komunikasi Pemasaran Terhadap Perluasan Pangsa Pasar. , 27(2),. Mimbar: Jurnal Sosial Dan Pembangunan, 27(2), 209-220.

Sembiring, J. P. (2016). Strategi Komunikasi Pemasaran Objek Wisata Gundaling Dan Pemandian Air Panas Semangat Gunung. Jurnal Simbolika: Research And Learning In Communication Study (E-Journal), 2(1), 1-22. Doi:10.31289/Simbollika.V2i1.223

Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, Dan R&D. Bandung : Alfabeta.

Sukrillah, A., Ratnamulyani, I. A., & Kusumadinata, A. A. (2017). Pemanfaatan Media Sosial Melalui Whatsapp Group Fei Sebagai Sarana Komunikasi. Jurnal Komunikatio, 3(2), 95-104. Doi:Https://Doi.Org/10.30997/Jk.V3i2.919

Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic Orientations, Marketing Capabilities And Firm Performance: An Empirical Investigation In The Context Of Frontline Managers In Service Organizations. Ind. Mark. Manag. 41, 1058–1070.

Vidawanti, N. P., & Parjono. (2017). Pengaruh Suasana Toko Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Pada Toserba Gajah Mada Di Jombang. Jurnal Pendidikan Tata Niaga (Jptn), 1(1), 91-96. Retrieved From Https://Ejournal.Unesa.Ac.Id/Index.Php/Jptn/Article/View/18306/16688


Refbacks

  • There are currently no refbacks.