Strategi Pemasaran Terpadu Pasar Tradisional Pasar Kramat Pacet Mojokerto. (Integrated Marketing Strategy of Traditional Market Kramat Pacet Market Mojokerto).

Saputra, Iqbal Darma (2025) Strategi Pemasaran Terpadu Pasar Tradisional Pasar Kramat Pacet Mojokerto. (Integrated Marketing Strategy of Traditional Market Kramat Pacet Market Mojokerto). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines the integrated marketing strategy of Pasar Kramat Mojokerto as a traditional market developed within the framework of tourism communication based on local wisdom. Pasar Kramat Mojokerto is viewed not merely as a space for economic transactions, but also as a social and cultural arena that represents the traditional values of the local community. This research employs a qualitative approach with a descriptive method. Data were collected through in-depth interviews, field observations, and documentation. The research subjects include the management of Pasar Kramat Mojokerto, while the object of the study focuses on the implementation of Integrated Marketing Communication (IMC) strategies in building the market’s image as a traditional tourism destination. The analysis refers to the eight elements of the IMC marketing communication mix, namely advertising, sales promotion, public relations, direct marketing, personal selling, events and experiences, digital marketing, and the utilization of internet media. The findings indicate that the integrated marketing strategy of Pasar Kramat Mojokerto has incorporated various communication channels, particularly social media, to construct an image of a “tempo doeloe” (nostalgic) tourism destination that emphasizes cultural authenticity and the atmosphere of a traditional market. Social media is utilized as the primary medium for delivering visual messages and expanding promotional reach more efficiently. However, the effectiveness of the integrated marketing strategy still faces challenges related to content management consistency, local community involvement, and the optimization of community roles in tourism communication. Overall, this study concludes that the implementation of an IMC-based integrated marketing strategy plays a significant role in strengthening the image of Pasar Kramat Mojokerto as a traditional tourism destination. Consistent communication integration grounded in local culture and supported by community participation is a key factor in the sustainable development of traditional markets.

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