Marketing Communication at UD Sumber Murni to Increase Consumer Interest
Komunikasi Pemasaran UD Sumber Murni dalam Meningkatkan Minat Konsumen
DOI:
https://doi.org/10.21070/35sv5y21Keywords:
marketing communication, 4P marketing mix, consumer interest, scrap metal tradingAbstract
This study aims to analyze the marketing communication implemented by UD Sumber Murni to increase consumer interest based on the 4P marketing mix concept (Product, Price, Place, and Promotion). This research uses a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. Informants consisted of the owner, employees, and consumers selected through purposive sampling. Data were analyzed using the Miles and Huberman model, including data reduction, data presentation, and conclusion drawing. The results show that marketing communication at UD Sumber Murni is implemented through four integrated marketing mix elements. Product emphasizes quality and information transparency, Price focuses on transparent pricing based on product quality and factory prices, Place involves face-to-face communication and good service, while Promotion includes direct communication, word of mouth, WhatsApp, and Facebook. These elements build consumer trust and positive relationships, encouraging consumer interest, repeat transactions, and recommendations
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