Pemasaran Batu Bata di Era Digital: Studi Komunikasi Pemasaran di Kelurahan Tuah Negeri
DOI:
https://doi.org/10.55985/jcmo.v2i1.211Keywords:
Komunikasi Pemasaran, Batu Bata, Media Sosial, Tenayan RayaAbstract
Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran batu bata di RT/RW 02/07 Kelurahan Tuah Negeri, Kecamatan Tenayan Raya, Pekanbaru. Fokus penelitian ini adalah untuk mengetahui cara pengusaha batu bata memasarkan produknya, strategi komunikasi pemasaran yang digunakan, serta faktor-faktor pendorong dan penghambat dalam proses pemasaran tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif dan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa sebagian besar pengusaha batu bata masih menggunakan metode pemasaran tradisional, seperti menunggu pembeli datang, namun ada juga yang mulai memanfaatkan media sosial seperti Facebook dan WhatsApp untuk memasarkan produk mereka. Faktor pendorong yang ditemukan meliputi kualitas produk, harga, dan hubungan dengan konsumen, sementara faktor penghambat meliputi keterbatasan akses ke teknologi, masalah logistik, dan keterbatasan pengetahuan pemasaran digital. Penelitian ini memberikan wawasan tentang pentingnya penerapan strategi komunikasi pemasaran yang lebih modern dan efektif untuk meningkatkan penjualan produk batu bata di kawasan ini.
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