Marketing Communication Strategy Based on the Marketing Mix at UD. Rahmat Jaya in Facing Industry Competition
[Strategi Komunikasi Pemasaran Berbasis Marketing Mix pada UD. Rahmat Jaya dalam Menghadapi Persaingan Industri
DOI:
https://doi.org/10.21070/ups.12310Keywords:
Marketing Communication Strategy, Marketing Mix, Industry CompetitionAbstract
This study uses a qualitative descriptive approach aimed at providing an in-depth view of the implementation of marketing mix strategies at UD. Rahmat Jaya in dealing with competition in the snack food industry, especially in the cracker production sector. The research was conducted at UD. Rahmat Jaya, located in Balongdowo Village, Candi District, Sidoarjo Regency. The technique for selecting informants was carried out using purposive sampling, meaning informants were chosen deliberately based on certain criteria, especially those who have knowledge, experience, and direct involvement in marketing activities at UD. Rahmat Jaya.
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