Strategy of Marketing Communication Using Digital Media to Change the Entrepreneur’s Behavior: A Descriptive Study of Mikro and Medium Enterprises (UKM) of Ceramics at Ceramic Plered Industrial Center, Purwakarta District

Poppy Ruliana, Alexander Zulkarnaen, Suhendra Atmaja, Soebiagdo

2017

Abstract

A Successful marketing communications depends on a combination of options which are called promotional mixes. These options include advertising, sales promotion, public relations, direct marketing, and personal sales. The Internet has become a powerful tool to reach certain audiences. The role of each element in a marketing communications program depends on either the ceramic UKMs in the Ceramic Plered Sentral Center of Purwakarta Regency uses the strategy or chooses to not to market their ceramic products. The purpose of this study is to understand and analyze marketing communication strategy using digital media to change the behaviors of UKMs’ ceramic entrepreneurs in the Center of Ceramic Plered Industry, Purwakarta District. This research uses descriptive method, which only describes situation or event. This study did not seek or explain the relationship, did not test the hypothesis or made predictions. (Rachmat, 2005: 24-25) on marketing communication strategy using digital media to change the behavior of UKMs in the Sentra Ceramic Plered Industry, Purwakarta District. The results showed that the behavior of most UKM entrepreneurs in the Center of Ceramic Plered Industry, Purwakarta Regency did not use digital media in marketing ceramic products, and prefer to use personal selling and direct promotion.

Paper Citation

in Harvard Style

Ruliana P., Zulkarnaen A., Atmaja S. and Soebiagdo. (2017). Strategy of Marketing Communication Using Digital Media to Change the Entrepreneur’s Behavior: A Descriptive Study of Mikro and Medium Enterprises (UKM) of Ceramics at Ceramic Plered Industrial Center, Purwakarta District.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 160-164. DOI: 10.5220/0007326101600164

in Bibtex Style

@conference{ipcomc17,
author={Poppy Ruliana and Alexander Zulkarnaen and Suhendra Atmaja and Soebiagdo},
title={Strategy of Marketing Communication Using Digital Media to Change the Entrepreneur’s Behavior: A Descriptive Study of Mikro and Medium Enterprises (UKM) of Ceramics at Ceramic Plered Industrial Center, Purwakarta District},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={160-164},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007326101600164},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Strategy of Marketing Communication Using Digital Media to Change the Entrepreneur’s Behavior: A Descriptive Study of Mikro and Medium Enterprises (UKM) of Ceramics at Ceramic Plered Industrial Center, Purwakarta District
SN - 978-989-758-337-7
AU - Ruliana P.
AU - Zulkarnaen A.
AU - Atmaja S.
AU - Soebiagdo.
PY - 2017
SP - 160
EP - 164
DO - 10.5220/0007326101600164