Strategi Komunikasi Pemasaran Jenang Mirah Sebagai Oleh-Oleh Khas Ponorogo

Abstract

This research is motivated by the phenomenon where the Jenang Mirah company, wich was established in 1955, is still standing today, the esixtence of Jenang Mirah until now has been dubbed as a typical Ponorogo Souvenir. The puspose of this study is to determine the analysis of the marketing communication concept of Jenang Mirah as the identity of a typical Ponorogo Souvenir. This study uses qualitative descriptive where researchers examine and explain a phenomenon that can be studied. Data collections techniquies use interviews, observations, and documentation. This tiscussion is explained with the results of the interview and uses interpretaition. The informant in this study amounted to 2 people. The sampling technique in this study was purposive sampling, using 1 infoormany as a key informant, namely head of marketing, and supporting informants, namely the marketing team and the admin of Instagram @jenangmirahponorogo. This study will examine the marketing communication of Jenang Mirah with the theory of Integrated Marketing Communication (IMC). The are 8 indicators of Integrated Marketing Communications (IMC) theory, namely Direct Marketing, Sales Promotion, Public Relations, Personal Selling, Advertaising, Worth Of Mouth, Events and Experiences,  and Interactive Marketing. With the resultd of this study, of the 8 indicators of the theory of Jenang Mirah, only 5 indicators have been applied in the marketing communication of Jenang Mirah, namely Public Relations, Personal Selling, Advertaising, Word Of Mouth, and Events and Experiences. And there are 3 compenents of IMC that are not applied, namely Direct Marketing, Sales Promotion, and Interactive Marketing. With this, the Jenang Mirah company is expected to apply and improve the 3 indicators of Integrated Marketing Communication (IMC) that are not applied.

Keywords:

Marketing Communication, Identity, Souvenirs, Brand Awareness