Marketing communication strategy in increasing sales of pottery products
Abstract
The Pottery industry sector has become a side and even main livelihood for certain people. However, changing times to a more modern era has made pottery products rarely used. It is necessary to apply the right marketing strategy so that pottery products still exist and can develop, one of which is through marketing communications. Through marketing communication is expected to increase product sales. The purpose of this study was to find out how the marketing communication strategy in increasing sales of pottery products. The research method used is qualitative through a literature study approach. Good and effective marketing communication can be a strategy for craftsmen to increase sales of pottery products. Marketing activities for pottery products are carried out by prioritizing raw materials for making pottery craftsmen themselves, so that they can know the process of making pottery craft, determining process, marketing locations or place, and promotion process
Keywords
Full Text:
PDFReferences
Alfazri, Selian, R. S., & Zuriana, C. (2016). Kerajinan Gerabah di Desa Ateuk Jawo Kecamatan Baiturrahman Kota Banda Aceh. Jurnal Ilmiah Mahasiswa Program Studi Pendidikan Seni Drama, Tari Dan Musik, 1(3), 174–180. http://www.jim.unsyiah.ac.id/sendratasik/article/view/5287
Andrianto, S. (2017). Strategi Komunikasi Pemasaran Kerajinan Gerabah Sebagai Salah Satu Produk Unggulan Daerah (Studi pada Home Industri Gerabah Erri Art di Dusun Sidoarjo 1 Kecamatan Natar Kabupaten Lampung Selatan). Universitas Lampung.
Callen, B. (2010). Manager’s Guide to Marketing Advertising, and Publicity. New York: McGraw Hill.
Cangara, H. (2014). Pengantar Ilmu Komunikasi (Edisi Kedua). Jakarta: Rajafindo Persada.
Fifield, P. (1998). Maerketing Strategy (Second Edi). British: The Chartered Institute of Marketing.
Finne, A., & Gronroos, C. (2017). Communication-in-use: Customer-Integrated Marketing Communication. European Journal of Marketing, 51(3), 445–463. https://doi.org/10.1108/EJM-08-2015-0553
Firmansyah, M. A. (2020). Komunikasi Pemasaran. Pasuruan: CV. Penerbit Qiara Media.
Gabrielli, V., & Baghi, I. (2014). Online Brand Community Within the Integrated Marketing Communication System: When Chocolate Becomes Seductive Like a Person. Journal of Marketing Communications, 22(4), 385–402. http://dx.doi.org/10.1080/13527266.2014.894932
Gambetti, R. C., & Schultz, D. E. (2015). Reshaping The Boundaries of Marketing Communication toBond with Consumers. Journal of Marketing Communications, 21(1), 1–4. http://dx.doi.org/10.1080/13527266.2014.970821
Keller, K. L. (2009). Building Strong Brands in a Modern Marketing. Journal of Marketing Communications, 15(2), 139–155. https://doi.org/10.1080/13527260902757530
Khatibah, K. (2011). Penelitian Kepustakaan. Iqra’: Jurnal Perpustakaan Dan Informasi, 05(01), 36–39. http://repository.uinsu.ac.id/640/
Laili, R. (2021). Pengaruh Kreativitas Pengrajin Gerabah Dalam Peningkatan Pendapatan Keluarga Ditinjau dari Perspektif Ekonomi Islam (Studi Kasus Desa Selorejo Kecamatan Batanghari Kabupaten Lampung Timur). Institut Agama Islam Negeri Metro.
Lily, F. H. (2013). Strategi Komunikasi Pemasaran Batik. Universitas Muhammadiyah Surakarta.
Mardiana, S. (2013). Peranan Komunikasi Pemasaran Dalam Membentuk Perilaku Konsumen. Jurnal Komunikasi, 2(2), 40–46. https://e-jurnal.lppmunsera.org/index.php/LONTAR/article/download/347/391
Maryanto, T., & Syahida, A. R. (2019). Strategi Komunikasi Pemasaran dalam Meningkatkan Hasil Penjualan di Kampung Keramik Dinoyo Kota Malang. Jurnal Komunikasi Nusantara, 1(1), 36–42. https://www.neliti.com/publications/301083/strategi-komunikasi-pemasaran-dalam-meningkatkan-hasil-penjualan-di-kampung-kera
Nanda, A. Y. (2018). Analisis Strategi Pemasaran yang Efektif Bagi Pengguna E-Commerce. Jurnal Manajemen Dan Inovasi (MANOVA), 1(1), 11–19. http://jurnalfebi.uinsby.ac.id/index.php/MANOVA/article/view/346
Purnawanti, E. (2021). Pemasaran Gerabah Guci di Bayat Klaten. Universitas Muhammaddiyah Surakarta.
Puspasari, N. A., & Hermawati, T. (2021). Strategi Komunikasi Pemasaran Melalui Media Sosial Dalam Meningkatkan Brand Awareness. Jurnal Komunikasi, 1(1). https://www.jurnalkommas.com/docs/Jurnal D0216069.pdf
Rahmaani, I., Akbar, R., & Safarina, F. (2020). Marketing Komunikasi. Laboratorium Manajemen Menengah, Universitas Gunadarma.
Rusdi, M. (2019). Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Pada Perusahaan Genting Ud. Berkah Jaya. Jurnal Studi Manajemen Dan Bisnis, 6(2), 49–54. https://journal.trunojoyo.ac.id/jsmb/article/view/6686
Sari, M., & Asmendri. (2020). Penelitian Kepustakaan (Library Research) dalam Penelitian Pendidikan IPA. Jurnal Penelitian Bidang IPA Dan Pendidikan IPA, 6(1), 41–53. https://ejournal.uinib.ac.id/jurnal/index./php/naturalscience/article/view/1555
Sasangka, I., & Rusmayadi, R. (2018). Pengaruh Kualitas Pelayanan Terhadap Volume Penjualan pada Mini Marker Minimart’90 Bandung. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 2(1). http://journal.stiemb.ac.id/index.php/mea/article/view/53
Soemanagara. (2012). Strategic Marketing Communication. Bandung: Alfabeta.
Soemanagara, R. D., & Kennedy, E. J. (2006). Marketing Communication: Taktik dan Strategi. Jakarta: PT Buana Ilmu Populer (Kelompok Gramedia).
Soemarso. (2002). Akuntansi Suatu Pengantar. Jakarta: Rineka Cipta.
Sofjan, A. (2013). Manajemen Pemasaran. Jakarta: Rajawali Pers Ibrahim.
Sugiyono. (2012). Memahami Penelitian Kualitatif. Bandung: Alfabeta.
Swasta, B., & Dharmesta. (2003). Manajemen Pemasaran, Analisis Perilaku Konsumen. Yogyakarta: BPFE.
Swasta, & Irawan. (2003). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tuhuteru, A., & Sukmawati, L. (2019). Strategi Komunikasi Pemasaran (Suatu Perencanaan Komunikasi Pemasaran pada PT. Quipper Edukasi Indonesia). Jurnal Ilmu Komunikasi, II(II), 62–68. https://jurnal-umbuton.ac.id/index.php/Medialog/article/download/328/261
Umar, H. (2001). Strategic Management In Action. Jakarta: Gramedia Pustaka Utama.
Varey, R. (2002). Marketing Communication Principles and Practice. New York: Routledge.
Wahyudin, D. (2020). Cara Menulis Proposal Penelitian. UIN Sunan Gunung Djati Bandung.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi pada Batik Diajeng Solo). Jurnal Adminitrasi Bisnis, 29(1), 59–66. https://www.neliti.com/publications/86529/analisis-strategi-pemasaran-untuk-meningkatkan-daya-saing-umkm-studi-pada-batik
Widharta, W. P., & Sugiharto, S. (2013). Penyusunan Strategi dan Sistem Penjualan Dalam Rangka Meningkatkan Penjualan Toko Damai. Jurnal Manajemen Pemasaran Petra, 2(1), 1–15. https://media.neliti.com/media/publications/134744-ID-penyusunan-strategi-dan-sistem-penjualan.pdf
DOI: https://doi.org/10.18326/ijier.v3i2.6461
Refbacks
- There are currently no refbacks.
Copyright (c) 2021 Indonesian Journal of Islamic Economics Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indonesian Journal of Islamic Economics Research, p-ISSN 2686-5076 l e-ISSN 2714-5751
This work is licensed under a Creative Commons Attribution 4.0 International License.
