?url_ver=Z39.88-2004&rft_id=1816031004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=KOMUNIKASI+PEMASARAN+TERPADU+UMKM+OLEH-OLEH+KHAS%0D%0ALAMPUNG+SEBAGAI+UMKM+GO+GLOBAL+DALAM+MENARIK+MINAT%0D%0APEMBELIAN+KONSUMEN+DI+MASA+PANDEMI+COVID-19%0D%0A(Studi+Pada+UMKM+Rafin%E2%80%99s+Snack+di+Pringsewu+Lampung)&rft.creator=++Diana+Vera+++Yanti%2C+1816031004&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Penelitian+ini+bertujuan+untuk+mendeskripsikan+penerapan+Komunikasi+Pemasaran%0D%0ATerpadu+utamanya+Bauran+Promosi+(Promotion+Mix)+yang+dilakukan+dan+4P+yang%0D%0Aditerapkan+UMKM+Oleh-Oleh+Khas+Lampung+Rafin%E2%80%99s+Snack+sehingga+mampu%0D%0Abangkit+di+masa+Pandemi+Covid-19+menggunakan+konsep+Promotion+Mix+dan+4P%0D%0Amenurut+Kotler+dan+Keller+(2016)+dan+juga+Teori+S-O-R+guna+mengetahui+minat%0D%0Apembelian+konsumen+di+masa+Pandemi+Covid-19.+Pada+penelitian+ini%2C+peneliti%0D%0Amenggunakan+tipe+penelitian+deskriptif+kualitatif.+Teknik+pengumpulan+data+yang%0D%0Adigunakan+oleh+peneliti+adalah+observasi+langsung%2C+wawancara+dengan+pemilik%2C%0D%0Apenjaga+toko%2C+dan+juga+beberapa+konsumen+Rafin%E2%80%99s+Snack%2C+dan+juga+dokumentasi%0D%0Aterkait+Rafin%E2%80%99s+Snack.+Berdasarkan+hasil+penelitian%2C+diketahui+bahwa+aspek%0D%0APromotion+Mix+yang+diterapkan+oleh+UMKM+Rafin%E2%80%99s+Snack+di+masa+Pandemi%0D%0ACovid-19+menggunakan+seluruh+alat+bantu+seperti+Periklanan+(Dilakukan+dengan%0D%0Amedia+sosial+instagram+dan+website)%2C+Personal+Selling+(Mengikuti+pameran+secara%0D%0Aoffline%2C+online%2C+maupun+hybrid)%2C+Sales+Promotion+(Pemberian+diskon%2C+potongan%0D%0Aharga%2C+bundling+khusus)%2C+Direct+Marketing+(melalui+media+sosial+Whatsapp%2C%0D%0Ainstagram)%2C+Public+Relation+(mendengar+dan+analisis+saran+yang+membangun)%2C%0D%0AEvent+and+Experience+(Mengikuti+event+seperti+Food+of+Africa+di+Mesir%2C%0D%0ASupermarket+Expo+Cairo)%2C+dan+Online+Marketing+(melalui+marketplace+shopee%0D%0Adan+Tokopedia)+.+Dan+dari+keseluruhan+saluran+komunikasi+yang+digunakan%2C+dapat%0D%0Adisimpulkan+bahwa+media+sosial+instagram+merupakan+saluran+komunikasi+yang%0D%0Apaling+efektif+digunakan+oleh+Rafin%E2%80%99s+Snack+untuk+menarik+minat+pembelian%0D%0Akonsumen+di+masa+Pandemi+Covid-19.%0D%0AKata+kunci+%3A+Go+Global%2C+Komunikasi+Pemasaran+Terpadu%2C+Minat+Pembelian%0D%0AKonsumen%2C+UMKM%0D%0A%0D%0AThis+research+aims+to+describe+the+application+of+Integrated+Marketing%0D%0ACommunications%2C+especially+the+Promotion+Mix+(Promotion+Mix)+and+the+4Ps%0D%0Aimplemented+by+Rafin's+Lampung+Typical+Souvenirs+UMKM+so+that+they+are+able%0D%0Ato+rise+during+the+Covid-19+Pandemic+using+the+Promotion+Mix+and+4P+concepts%0D%0Aaccording+to+Kotler+and+Keller+(+2016)+and+also+S-O-R+Theory+to+find+out%0D%0Aconsumer+buying+interest+during+the+Covid-19+Pandemic.+In+this+study%2C+the%0D%0Aresearcher+used+a+qualitative+descriptive+research+type.+The+data+collection%0D%0Atechniques+used+by+the+researchers+were+direct+observation%2C+interviews+with%0D%0Aowners%2C+shopkeepers%2C+and+also+some+Rafin's+Snack+consumers%2C+as+well+as%0D%0Adocumentation+related+to+Rafin's+Snack.+Based+on+the+results+of+the+research%2C+it+is%0D%0Aknown+that+the+Promotion+Mix+aspect+applied+by+Rafin's+Snack+UMKM+during+the%0D%0ACovid-19+Pandemic+uses+all+tools+such+as+Advertising+(Doing+with+social+media%0D%0AInstagram+and+websites)%2C+Personal+Selling+(Participating+in+exhibitions+offline%2C%0D%0Aonline%2C+or+hybrid)+%2C+Sales+Promotion+(Providing+discounts%2C+discounts%2C+special%0D%0Abundling)%2C+Direct+Marketing+(via+social+media+Whatsapp%2C+Instagram)%2C+Public%0D%0ARelations+(hearing+and+analyzing+constructive+suggestions)%2C+Event+and+Experience%0D%0A(Following+events+such+as+Food+of+Africa+in+Egypt%2C+Supermarkets+Expo+Cairo)%2C%0D%0Aand+Online+Marketing+(through+the+marketplace+shopee+and+Tokopedia).+And%0D%0Afrom+all+the+communication+channels+used%2C+it+can+be+concluded+that+Instagram%0D%0Asocial+media+is+the+most+effective+communication+channel+used+by+Rafin's+Snack%0D%0Ato+attract+consumer+purchases+during+the+Covid-19+Pandemic.%0D%0AKeywords%3A+Go+Global%2C+Integrated+Marketing+Communication%2C+Consumer%0D%0APurchase+Interest%2C+UMKM&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2022-06-13&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63715%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63715%2F3%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63715%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=+++Diana+Vera+Yanti%2C+1816031004++(2022)+KOMUNIKASI+PEMASARAN+TERPADU+UMKM+OLEH-OLEH+KHAS+LAMPUNG+SEBAGAI+UMKM+GO+GLOBAL+DALAM+MENARIK+MINAT+PEMBELIAN+KONSUMEN+DI+MASA+PANDEMI+COVID-19+(Studi+Pada+UMKM+Rafin%E2%80%99s+Snack+di+Pringsewu+Lampung).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F63715%2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