Ariq Roshandy Qomaruzaman, . (2022) KOMUNIKASI PEMASARAN KOMUNITAS IKAN HIAS AIR TAWAR DIMASA PANDEMI COVID 19. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to identify and describe marketing communications carried out by the freshwater ornamental fish community during the Covid 19 pandemic using Philip Kotler's 4c marketing mix model. The method used is descriptive qualitative with a phenomenological approach, using primary data sources in the form of in-depth interviews. The sampling technique was done by purposive sampling. Researchers used phenomenological data analysis from Edmund Husserl, namely determining the phenomenon, data collection, treatment and data analysis, literature study, defending the truth, and ethical considerations. The final result of this study shows that the marketing communication carried out by informants during the Covid 19 pandemic is to use online media as marketing media such as Facebook, Instagram, Tokopedia, Shopee, and OLX. Using the marketplace, digital wallet, ATM/E-banking transfers as a place for transactions, and using the community as a forum for marketing, information, and sharing with freshwater ornamental fish hobbyists. In addition, the informants used the implementation of the 4c marketing mix model by involving consumers in marketing activities, determining selling prices by observing through the fish market and social media, using social media as a marketing platform, and using two-way communication in marketing. The dynamics of activities during the pandemic went smoothly and even received an increase in demand from consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | NIM : 1710411088 Pembimbing : Intan Putri Cahyani Penguji 1 : Rini Riyantini Penguji 2 : Maria Febiana Christanti |
| Uncontrolled Keywords: | Marketing communication, community, freshwater ornamental fish, Covid 19 pandemic |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Ariq Roshandy Qomaruzaman |
| Date Deposited: | 23 Aug 2022 09:03 |
| Last Modified: | 23 Aug 2022 09:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/20085 |
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