Strategi Komunikasi Pemasaran Terpadu Royhan Ni Amillah Sebagai Sarana Promosi Usaha (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Royhan Ni Amillah). (Royhan Ni Amillah's Integrated Marketing Communication Strategy As a Means of Business Promotion (Qualitative Descriptive Study of Royhan Ni Amillah's Marketing Communication Strategy)).

Maulana, Arman (2024) Strategi Komunikasi Pemasaran Terpadu Royhan Ni Amillah Sebagai Sarana Promosi Usaha (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Royhan Ni Amillah). (Royhan Ni Amillah's Integrated Marketing Communication Strategy As a Means of Business Promotion (Qualitative Descriptive Study of Royhan Ni Amillah's Marketing Communication Strategy)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research examines Royhan Ni Amillah's integrated marketing communications strategy as a means of business promotion. Integrated marketing communications is an important concept in the marketing field that has developed rapidly in the last few decades. This strategic approach is to optimize communication effectiveness by coordinating various marketing channels, including business promotion tools carried out by Mas Roy, to convey clear, consistent and attractive messages to the target audience. The purpose of this research is to describe what marketing communication strategies are carried out by Royhan Ni Amillah in business promotion with research methods using descriptive qualitative research on 3 sources who are related to Mas Roy's business and have purchased products from Mas Roy. To collect data using interview techniques. The results of this research found that Mas Roy implemented five components of Integrated Marketing Communication. These components are Advertising, Sales Promotion, Public Relations, Personal Selling and Event Marketing. For advertising itself, Mas Roy is more concerned with promotion through social media such as TikTok content. With this, his integrated marketing communication strategy is very developed and large so that it has a very significant impact so that it can help the people around Mas Roy.Keywords : Integrated Marketing Communication, Marketing, Promotion.

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