MARKETING COMMUNICATION STRATEGY MAHRATU FOUNDATION IN PROMOTE TENUNAN SONGKET PEKANBARU
Abstract: Pekanbaru city is
one of destination for tourism, business, jobs and residences by the people
around Pekanbaru region. Due to its cultures and diversity of community,
Pekanbaru has many kind of arts and handicrafts which has high economic value.
One of the famous handicrafts in Riau Province, especially in Pekanbaru is
Tenunan Songket Pekanbaru. Tenunan Songket Pekanbaru itself has always been
used by the people for traditional event, weddings, cultural events, religious
events and others. Based on sales recapitulation data of Tenunan Songket
Pekanbaru by Mahratu Foundation from January 2012 to Desember 2013, shown that
sales of Tenunan Songket Pekanbaru decreased every month and still could not
reached sales target. The data also indicated that there were 12 months no
sales activities among the total of 24 months surveillance. This research aimed
to know: (1) strategy of marketing communication Mahratu Foundation in promote
Tenunan Songket Pekanbaru (2) Supporting and inhibiting factors of marketing
Mahratu Foundation in promote Tenunan Songket Pekanbaru.
The method used in this research is qualitative method with analytical
representation descriptive. This data collecting tech is acquired
matter-of-fact that happening at field via observation, interview and
documentation. Informan in observational it total 9 person, one that consisting
of (Mahratu Foundation chairman, 1 Foundation secretariat Employee Mahratu, 1
Gallery Employee Songket, 1 Weave Production Coordinator Songket Mahratu
Foundation, and 5 customers). The research conducted in Mahratu Foundation
Pekanbaru located in Jl. Thamrin V Number 3 Pekanbaru, Riau Province. Analysis
tech data that is utilized in this research it utilizes analisis's model
Milles's interactive data and Haberman, by use of authenticity check tech data
which is participation and triangulation.
These results it was shown that the strategy of marketing communication
Mahratu Foundation in promote Tenunan Songket Pekanbaru has not fully
implemented the 5 mix promotion concept of Philip Kotler’s which consist of
Advertising, Sales Promotion, Personal Selling, Public Relation and Direct
Marketing. Mahratu Foundation applied Personal Selling, Public Relation and
Direct Marketing. Marketing communication model that has been used by Mahratu
Foundation has not fully applied in accordance to AIDDA Marketing Model to
raising (Awareness, Attention, Desire, Decision and Action).
Penulis: Sri Bintan Laksamana,
Rumyeni
Kode Jurnal: jpkomunikasidd150424
