Komunikasi Pemasaran Terpadu di Grandia Ecoprint Kabupaten Sukabumi

Abstract

The phenomenon of technological development penetrates into all fields including the business field, starting from the distribution production process including marketing, especially Micro, Small and Medium Enterprises (MSMEs) which are expected to be able to adapt and keep up with the flow of industrial developments that are increasingly advanced and creative. The purpose of this study is to determine the advertising, personal selling, sales promotion, publicity and direct

marketing carried out by Grandia Ecoprint, referring to the theory of Integrated Marketing Communication from Kotler and Armstrong. In this study using a qualitative approach with descriptive methods, this research was conducted at Grandia Ecoprint. Informants totalled 4 people consisting of 1 owner of Grandia Ecoprint, 1 admin and 2 consumers using purposive sampling technique. Data collection through structured interviews, unstructured observations with the following tools, interview guidelines and gadgets. Data validation using triangulation (Source, Technique and Time) and analysed with data reduction, data presentation and verification. The results of the research that has been carried out obtained the results that Integrated Marketing Communication carried out by Grandia Ecoprint has been achieved because advertising has been done well, personal selling has been done efficiently, sales promotion has been done optimally, publicity has been packaged attractively, direct marketing has been done consistently and continuously.