Primadianti Nafaisa, Ashfa and WIJAYANTINI, BAYU (2021) Strategi Komunikasi Pemasaran Terpadu Badan Usaha Milik Desa (Bumdes) Sido Makmur Sidodadi Tempurejo. Undergraduate thesis, Universitas Muhammadiyah Jember.
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Abstract
This study aims to formulating an integrated marketing communication strategy thatcan be applied in Badan Usaha Milik Desa (Bumdes) Sido Makmur Sidodadi, Tempurejo. This research uses SWOT matrix and QSPM Matrix. The results showed that the analysis of the IFE matrix has a total score of 3.284. The total scoreof the key external factors on the EFE Matrix is 2.997. In the IE (Internal External) Matrix, Bumdes Toserba Sido Makmur Sidodadi is located in quadrant IV in the developing and building stage. In this position, Bumdes Toserba Sido Makmur Sidodadi, Tempurejo is allowed to carry out intensive strategies such as market penetration, product development, or integrative strategies, namely backward, forward and horizontal integration. The SWOT matrix produces several alternative strategies which will determine the attractiveness of the QSPM matrix so that the strategic priorities are known, namely maintaining sales promotions and developing advertising and interactive marketing with consumers through social media such as WA, FB, IG with a total attractiveness value of 6,861. Keywords : Integrated Marketing Communication Strategy, SWOT Matrix, QSPM Matrix
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | : Strategi Komunikasi Pemasaran Terpadu, Matriks SWOT, Matriks QSPM. |
| Subjects: | 600 Technology and Applied Science > 650 Business > 658 General Management |
| Divisions: | Faculty of Economics > Department of Management (S1) |
| Depositing User: | Primadianti Ashfa Nafaisa |
| Date Deposited: | 04 May 2021 06:42 |
| Last Modified: | 04 May 2021 06:42 |
| URI: | http://repository.unmuhjember.ac.id/id/eprint/9708 |
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