EXPLORATORY RESEARCH OF THE IMPORTANCE OF INTEGRATED MARKETING COMMUNICATION OF WOLOAN WOODEN HOUSE
Abstract: Woloan Wooden house
is one of the important assets on the economic sector in North Sulawesi,
because this product is already known to spread out of Indonesia and it has an
impact in economic progress especially in developing countries including
Indonesia. Globalization is a challenge for the entrepreneurs of Woloan wooden house
for maintaining their business. Using the Integrated Marketing Communication,
especially for the promotion it provides an opportunity for the company of
Woloan wooden house to improve the marketing power. The purpose of this study
is to find out the importance of IMC of Woloan wooden house and what the
elements of IMC used by the entrepreneurs for marketing development of Woloan
wooden house. This research was conducted in Woloan as the marketing center of
wooden house. Qualitative research is deployed and uses explosive research to
the wooden house in Woloan and the sample took 13 entrepreneurs of Woloan
wooden house. The results of this study explained that IMC is more effective
tool and make it easier for the promotion of Woloan wooden house. In addition,
through IMC the promotion of the products of Woloan wooden house can be better
known by the people quickly.
Keywords: integrated marketing
communication
Penulis: Vanessa Violisari
Tewu, David P. E. Saerang, Maria V. J. Tielung
Kode Jurnal: jpmanajemendd170838
