Hasanah, Nurul Hidayati Lailatun (2023) Integrated Marketing Communication Pada Umkm Rumah Produksi Jae Que. Other thesis, Universitas Islam Riau.

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Abstract

Integrated Marketing Communication UMKM Jae Que Production Houses Nurul Hidayati Lailatun Hasanah 199110138 This research discusses the marketing communication strategy of the Jae Que Production House in marketing their products. Marketing communication strategy is a strategic effort that must be carried out by producers in order to be able to attract the attention of the market as their target. Jae Que Production House produced herbal drinks made from rhizomes and medicinal plants which are dried and put in package. This study uses qualitative research method approach by conducting observations, interviews, and documentation. The results of this study indicate that five elements of marketing communication are carried out continuously and integrated by Jae Que Production Houses, namely direct marketing, interactive marketing, sales promotion, personal selling, public relations, except for advertising marketing communication elements which are no longer carried out at this time due to social media. In conclusion, four elements of marketing communications are carried out optimally to increase sales of Jae Que Production House, namely direct marketing, interactive marketing, sales promotion, personal selling, public relations.

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