Strategi Komunikasi Pemasaran Presenter Bursa Niaga Riau Televisi Dalam Mempromosikan Produk

Ramadhan, Theo Agung (2019) Strategi Komunikasi Pemasaran Presenter Bursa Niaga Riau Televisi Dalam Mempromosikan Produk. Other thesis, Universitas Islam Riau.

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Abstract

Bursa Niaga as a Tv program that carries the concept of commerce where there is a presenter whose job is to organize the event. The program it self is under the auspices of Riau Television which is a local TV station in Riau Province. Where the presenter must have their own strategies so that the target can be achieved. The research entitled "Marketing Communication Strategies for RTv Exchange Presenter in Promoting Products". The purpose of this study was to find out what marketing communication strategies the presenters used in promoting products and what obstacles they faced in carrying out their strategies. This study uses descriptive qualitative research methods that aim to describe what is happening in the field by analyzing objects using facts. The data analysis technique uses the Miles and Huberman method interactive data analysis. Based on the analysis carried out, it can be concluded that the presenter uses four strategies in promoting the product from five promotional mixes, namely direct marketing, sales promotion, public relations, community sales and constraints that originate from the external and internal programs themselves.

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