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http://repository.ipb.ac.id/handle/123456789/59603
Title: | Marketing Communication Mix Effectiveness of Wong Solo Restaurant, Kalimalang, East Jakarta Efektivitas Bauran Komunikasi Pemasaran Rumah Makan Wong Solo Kalimalang Jakarta Timur. |
Authors: | Riyanto, Sutisna ENSD, Lucia Cyrilla Khalidah, Anni |
Keywords: | effectiveness marketing communication customer‟s characteristic |
Issue Date: | 2009 |
Publisher: | IPB (Bogor Agricultural University) |
Abstract: | Prospect of small industry such as restaurant had enough opportunity. It showed by the progress of total restaurant in town every year. Restaurant‟s marketing strategy should be developing until the goal of the company had achieved, those were to increase sale rate, to satisfy the consumers, indeed to get benefit. The objective of this research were to define consumer‟s characteristic based on communication viewpoint, to analyst the effectiveness of marketing communication, and also to analyst of the interaction between consumer‟s characteristic and the effectiveness of marketing communication which determined Wong Solo Kalimalang Restaurant. A large part of the consumers of Wong Solo Kalimalang Restaurant were young class, high level education, private official, had income above 3.5 million rupiah per month and mostly from Java‟s ethnic. The consumers dominated by female gender. The marketing strategy of Wong Solo Kalimalang Restaurant had well evaluated by the consumers, but lack of consumers known the marketing communication of Wong Solo Kalimalang Restaurant. The consumer‟s characteristic which related with the effectiveness of marketing communication of Wong Solo Kalimalang Restaurant was the income aspect. Sektor bisnis kuliner adalah salah satu alternatif kesempatan kerja yang mampu menampung kelebihan tenaga kerja karena umumnya sektor ini tidak terlalu membutuhkan persyaratan tertentu seperti tingkat pendidikan dan keterampilan khusus. Rumah Makan Wong Solo merupakan salah satu bentuk sektor bisnis kuliner, saat ini telah memilki banyak cabang yang telah tersebar di beberapa wilayah Indonesia. Pengembangan rumah makan ini dimasa yang akan datang membutuhkan strategi pemasaran yang baik untuk dapat meningkatkan citra dan menarik pembeli. Salah satu strategi pemasaran adalah strategi promosi. Bauran komunikasi pemasaran merupakan salah satu bentuk promosi yang mempunyai peranan penting dalam perumusan strategi pemasaran. Bauran komunikasi pemasaran adalah usaha-usaha yang yang dapat dilakukan perusahaan untuk mempengaruhi permintaan produknya dengtan berdasarkan pada lima alat komunikasi utama yaitu periklanan, promosi penjualan, hubungan masyarakat, penjualan pribadi dan pemasaran langsung. |
URI: | http://repository.ipb.ac.id/handle/123456789/59603 |
Appears in Collections: | UT - Animal Production Science and Technology |
Files in This Item:
File | Description | Size | Format | |
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D09akh.pdf Restricted Access | Full Text | 913 kB | Adobe PDF | View/Open |
Cover.pdf Restricted Access | Cover | 281.39 kB | Adobe PDF | View/Open |
Abstract.pdf Restricted Access | Abstract | 350.01 kB | Adobe PDF | View/Open |
BAB I Pendahuluan.pdf Restricted Access | BAB I | 286.36 kB | Adobe PDF | View/Open |
BAB II Kerangka Pemikiran dan Tinjauan Pustaka.pdf Restricted Access | BAB II | 381.87 kB | Adobe PDF | View/Open |
BAB III Metode Penelitian.pdf Restricted Access | BAB III | 291.34 kB | Adobe PDF | View/Open |
BAB IV Gambaran Umum Perusahaan.pdf Restricted Access | BAB IV | 358.82 kB | Adobe PDF | View/Open |
BAB V Hasil dan Pembahasan.pdf Restricted Access | BAB V | 413.51 kB | Adobe PDF | View/Open |
BAB VI Kesimpulan dan Saran.pdf Restricted Access | BAB VI | 277.76 kB | Adobe PDF | View/Open |
Daftar Pustaka.pdf Restricted Access | Daftar Pustaka | 282.96 kB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 582.83 kB | Adobe PDF | View/Open |
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