TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints63715
UR  - http://digilib.unila.ac.id/63715/
A1  -   Diana Vera   Yanti, 1816031004
Y1  - 2022/06/13/
N2  - Penelitian ini bertujuan untuk mendeskripsikan penerapan Komunikasi Pemasaran
Terpadu utamanya Bauran Promosi (Promotion Mix) yang dilakukan dan 4P yang
diterapkan UMKM Oleh-Oleh Khas Lampung Rafin?s Snack sehingga mampu
bangkit di masa Pandemi Covid-19 menggunakan konsep Promotion Mix dan 4P
menurut Kotler dan Keller (2016) dan juga Teori S-O-R guna mengetahui minat
pembelian konsumen di masa Pandemi Covid-19. Pada penelitian ini, peneliti
menggunakan tipe penelitian deskriptif kualitatif. Teknik pengumpulan data yang
digunakan oleh peneliti adalah observasi langsung, wawancara dengan pemilik,
penjaga toko, dan juga beberapa konsumen Rafin?s Snack, dan juga dokumentasi
terkait Rafin?s Snack. Berdasarkan hasil penelitian, diketahui bahwa aspek
Promotion Mix yang diterapkan oleh UMKM Rafin?s Snack di masa Pandemi
Covid-19 menggunakan seluruh alat bantu seperti Periklanan (Dilakukan dengan
media sosial instagram dan website), Personal Selling (Mengikuti pameran secara
offline, online, maupun hybrid), Sales Promotion (Pemberian diskon, potongan
harga, bundling khusus), Direct Marketing (melalui media sosial Whatsapp,
instagram), Public Relation (mendengar dan analisis saran yang membangun),
Event and Experience (Mengikuti event seperti Food of Africa di Mesir,
Supermarket Expo Cairo), dan Online Marketing (melalui marketplace shopee
dan Tokopedia) . Dan dari keseluruhan saluran komunikasi yang digunakan, dapat
disimpulkan bahwa media sosial instagram merupakan saluran komunikasi yang
paling efektif digunakan oleh Rafin?s Snack untuk menarik minat pembelian
konsumen di masa Pandemi Covid-19.
Kata kunci : Go Global, Komunikasi Pemasaran Terpadu, Minat Pembelian
Konsumen, UMKM

This research aims to describe the application of Integrated Marketing
Communications, especially the Promotion Mix (Promotion Mix) and the 4Ps
implemented by Rafin's Lampung Typical Souvenirs UMKM so that they are able
to rise during the Covid-19 Pandemic using the Promotion Mix and 4P concepts
according to Kotler and Keller ( 2016) and also S-O-R Theory to find out
consumer buying interest during the Covid-19 Pandemic. In this study, the
researcher used a qualitative descriptive research type. The data collection
techniques used by the researchers were direct observation, interviews with
owners, shopkeepers, and also some Rafin's Snack consumers, as well as
documentation related to Rafin's Snack. Based on the results of the research, it is
known that the Promotion Mix aspect applied by Rafin's Snack UMKM during the
Covid-19 Pandemic uses all tools such as Advertising (Doing with social media
Instagram and websites), Personal Selling (Participating in exhibitions offline,
online, or hybrid) , Sales Promotion (Providing discounts, discounts, special
bundling), Direct Marketing (via social media Whatsapp, Instagram), Public
Relations (hearing and analyzing constructive suggestions), Event and Experience
(Following events such as Food of Africa in Egypt, Supermarkets Expo Cairo),
and Online Marketing (through the marketplace shopee and Tokopedia). And
from all the communication channels used, it can be concluded that Instagram
social media is the most effective communication channel used by Rafin's Snack
to attract consumer purchases during the Covid-19 Pandemic.
Keywords: Go Global, Integrated Marketing Communication, Consumer
Purchase Interest, UMKM
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - 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?s Snack di Pringsewu Lampung)
AV  - restricted
ER  -