STRATEGI KOMUNIKASI PEMASARAN DINAS PERINDUSTRIAN DAN PERDAGANGAN KABUPATEN BENGKALIS DALAM MEMPROMOSIKAN PRODUK INDUSTRI KECIL DAN MENENGAH
Abstract: Economic growth in
the era of globalization is characterized by the development of the business
world , industry sector One of them is the Small and Medium Enterprises ( SMI).
The importance of SMI sector in Indonesia is to equalize the population
economy, as well as to support the development of other sectors . In order to
achieve the goals and objectives of SMI products in Bengkalis be known by the
public , the Department of Industry and Trade Bengkalis use marketing
communication strategy in order to run an effective marketing. Therefore, researchers
interested in conducting research with the aim to determine the communication
strategy of the Department of Industry and Trade Bengkalis in promoting SMI
products .
This research uses qualitative methods, namely the collection of data
obtained based on the fact data in the field through observations, interviews,
documentation and interactive data analysis techniques. researchers conducted
interviews with three groups of informants . The first informant group
consisted of 4 people from the Department of Industry and Trade Bengkalis
regency . The second informant group consisted of 3 people from the
perpetrators of SMI and the third group consisted of 4 from consumers . The
first and second groups of informants using purposive sampling techniques , while
the third group are selected using accidental sampling technique .
Results of this research indicate that the marketing communication
strategy Department of Industry and Trade Bengkalis in promoting SMI products
using segmentation strategy , targeting, and positioning . After determining
the strategy of segmentation, targeting, and positioning. the Department of
Industry and Trade Bengkalis also perform elements of marketing communications
which consist of advertising, sales promotion , personal selling , direct
marketing , publicity and public relations. Other marketing communication
strategy is to use Packaging to launch a strategy to promote SME products .
Penulis: Desi Pajrianti,
Evawani Elysa Lubis
Kode Jurnal: jpkomunikasidd150426
