Rahma Diva, Olga (2025) Strategi Komunikasi Pemasaran Pada Umkm Tenun Songket Di Desa Seluti, Kecamatan Lirik, Kabupaten Indragiri Hulu. Other thesis, Universitas Islam Riau.

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Abstract

Marketing strategy is a series of goals and objectives, and policies that give direction to the company's marketing efforts at any time, at the level, location reference, especially the company's response in facing the ever-changing competitive environment and conditions. Marketing strategy is a system of business activities starting from planning, determining, promoting and distributing goods or services that satisfy and meet the needs of buyers. This study aims to find out how the marketing communication strategy is carried out by UMKM Songket Weaving in Seluti Village. This study used a qualitative descriptive method by conducting in-depth interviews, observing the four research subjects and conducting documentation during the research process. This study uses the 4 P's marketing concept theory (Product, Price, Place and Promotion). The results of this study explain how the marketing communication strategy is carried out by UMKM Songket Weaving in Seluti Village, starting with the product strategy, price strategy, place strategy and promotion strategy. Keywords: Marketing strategy, UMKM, Songket Weaving, 4P Marketing Concept

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