AKTIVITAS PROMOSI KESATUAN NELAYAN TRADISIONAL INDONESIA (KNTI) DALAM UPAYA MENDUKUNG PRODUK UMKM NELAYAN DI KAMPUNG BARU DADAP KABUPATEN TANGERANG

NURROHMAH, FITRI (2024) AKTIVITAS PROMOSI KESATUAN NELAYAN TRADISIONAL INDONESIA (KNTI) DALAM UPAYA MENDUKUNG PRODUK UMKM NELAYAN DI KAMPUNG BARU DADAP KABUPATEN TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Marketing requires an unlimited strategy so that the advertisements created get good feedback. Related to this, currently quite a lot of UMKM products are being promoted through social media and bazaars, in order to help the economy of the people in Indonesia, especially the fishing community in Kampung Baru Dadap, with the existence of the Indonesian Traditional Fishermen's Association (KNTI) organization which collaborates with BUMN to meet their needs. Indonesian fishermen especially promote UMKM products. The purpose of this research is to find out the strategy of the Indonesian Traditional Fishermen's Association (KNTI) in promoting Kampung Baru Dadap Tangerang Fisherman UMKM products. The author uses marketing communication theory, marketing communication strategy and marketing communication mix. Thisresearch is qualitative with a case study research method. Based on the research results, researchers found that KNTI in Kampung Baru Dadap Tangerang had used the Marketing Communication Mix Theory. One of the strengths of the KNTI program is that it carries out marketing activities such as Bazaars and cooperation with sovereigns at home and even abroad to be able to continue to support the marketing strategies carried out by KNTI. The conclusion of this research is that the promotional activity carried out is very influential in improving the economy of the fishermen of Kampung Baru Dadap Tangerang. The author's advice to KNTI is to continue to increase cooperation with the media, government agencies, foreign sovereigns so that they can expand market coverage. Keywords: Promotion, Marketing Communication, Media Social Pemasaran dibutuhkan strategi yang tidak terbatas agar iklan yang dibuat mendapatkan feedback yang baik pula. Terkait hal tersebut, saat ini cukup banyak produk UMKM yang dipromosikan melalui sosial media maupun bazzar, guna membantu perekonomian masyarakat di Indonesia khususnya pada masyarakat nelayan di Kampung Baru Dadap, dengan adanya oraganisasi Kesatuan Nelayan Tradisional Indonesia (KNTI) yang bekerjasama dengan BUMN untuk memenuhi kebutuhan para nelayan Indonesia khususnya mempromosikan produk UMKM. Tujuan dari Penelitian ini adalah untuk mengetahui bagaimana strategi Kesatuan Nelayan Tradisional Indonesia (KNTI) dalam mempromosikan produk UMKM Nelayan Kampung Baru Dadap Tangerang. Penulis menggunakan teori komunikasi pemasaran, strategi komunikasi pemasaran dan bauran komunikasi pemasaran. Penelitian ini bersifat kualitatif dengan metode penelitian studi kasus. Berdasarkan hasil penelitian, peneliti menemukan bahwa KNTI di Kampung Baru Dadap Tangerang sudah menggunakan Teori Bauran Komunikasi Pemasaran. Salah satu kekuatan program KNTI adalah dengan adanya dilakukan kegiatan pemasaran seperti Bazar dan adanya kerja sama dengan kedaulatan di dalam negeri bahkan di luar negeri untuk bisa terus mendukung strategi pemasaran yang dilakukan KNTI. Kesimpulan dari penelitian ini adalah aktivitas promosi yang dilakukan sangat berpengaruh untuk meningkatkan ekonomi nelayan Kampung Baru Dadap Tangerang. Saran penulis terhadap KNTI adalah untuk terus bisa meningkatkan kerjasama dengan media, instansi pemerintahan, kedaulatan luar negeri sehingga mampu memperluas cakupan pasar. Kata Kunci : Promosi, Komunikasi Pemasaran, Sosial Media

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 020
NIM/NIDN Creators: 44319110001
Uncontrolled Keywords: Promosi, Komunikasi Pemasaran, Sosial Media
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 21 Mar 2024 07:20
Last Modified: 21 Mar 2024 07:20
URI: http://repository.mercubuana.ac.id/id/eprint/87356

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