IMPLEMENTASI KOMUNIKASI PEMASARAN ANDRE LEATHER - Damayanti, Pungki Cipta (2022)
Penelitian ini menggunakan pendekatan analisis deskriptif - kualitatif dengan bertujuan untuk menggali dan menggambarkan komunikasi pemasaran seperti apa yang telah dilakukan oleh Andre Leather. Proses pengumpulan data diperoleh dari Andre selaku pemilik dengan metode wawancara serta dari sumber literatur sebagai data pendukung. Proses penelitian dilakukan pada awal bulan agustus tahun 2022 dengan menemui Andre Leather di kediamannya di Kabupaten Garut. Hasil penelitian menunjukkan bahwa Andre Leather telah melakukan sejumlah tindakan dalam mengkomunikasikan pemasarannya. Hal ini ditandai dengan aspek-aspek yang telah dilakukan dan dipenuhi yang meliputi Segmenting, Targeting, Positioning (STP) sebagai perumusan target audiens. Target konsumen yang dianggap ideal oleh Andre Leather adalah masyarakat dari kalangan pedagang dan pengusaha. Adapun pengaplikasian Positioning oleh Andre Leather yaitu dengan cara berkomunikasi, menyediakan garansi hingga satu tahun, dan juga pemberian bonus souvenir untuk setiap pembelian. Kemudian Andre Leather juga menyusun Marketing Mix (Product, Price, Place, Promotion) untuk merumuskan apa yang ditawarkan.. Serta Communication Mix (Advertising, Sales Promotion, Personal Selling, Public Relation and Publicity, Event and Experience, Word of Mouth) sebagai metode dalam mengkomunikasikan pemasarannya. Namun, setiap aspek belum dilakukan secara terarah dan masih perlu perencanaan yang lebih sistematis. Adapun metode komunikasi pemasaran yang belum dicoba oleh Andre Leather yaitu Direct Selling dan Interactive Selling. Andre Leather juga memiliki trik-trik pemasaran yang unik di mana ia akan menjangkau target konsumennya pada grup-grup jual-beli Facebook lalu mempromosikan produknya. This study uses a descriptive - qualitative analysis approach with the aim of exploring and describing marketing communications like what Andre Leather has done. The data collection process was obtained from Andre as the owner with the interview method and from literature sources as supporting data. The research process was carried out in early August 2022 by meeting Andre Leather at his residence in Garut Regency. The results show that Andre Leather has taken a number of actions in communicating his marketing. This is indicated by the aspects that have been carried out and fulfilled which include Segmenting, Targeting, Positioning (STP) as the formulation of the target audience. The target consumers who are considered ideal by Andre Leather are people from traders and entrepreneurs. The application of Positioning by Andre Leather is by communicating, providing a warranty of up to one year, and also giving bonus souvenirs for every purchase. Then Andre Leather also compiled the Marketing Mix (Product, Price, Place, Promotion) to formulate what was offered.. And the Communication Mix (Advertising, Sales Promotion, Personal Selling, Public Relations and Publicity, Event and Experience, Word of Mouth) as a method in communicating its marketing. However, every aspect has not been carried out in a targeted manner and still needs more systematic planning. The marketing communication methods that have not been tried by Andre Leather are Direct Selling and Interactive Selling. Andre Leather also has unique marketing tricks where he will reach his target consumers in Facebook buying and selling groups and then promote their products.