Marketing Communication Strategy of Bakpia Satu Hati in Competitive Bakpia Sales
Abstract
Marketing communication refers to marketing activities using communication techniques aimed at providing information to the audience in order to achieve the company’s objective of increasing sales through the use of services and purchase of products offered by Bakpia Satu Hati. This research is entitled “Marketing Communication Strategy of Bakpia Satu Hati in Competitive Bakpia Sales”. This research uses the 7P marketing mix theory by Kotler & Keller, starting from product, price, promotion, place, people, process, and physical evidence. This research aims to determine the marketing communication strategy of Bakpia Satu Hati in competitive bakpia sales with other competitors by using descriptive qualitative research method and using data collection techniques of observation, interview, and documentation. Bakpia Satu Hati has fully utilized every element and focused on ensuring customer satisfaction.
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DOI: https://doi.org/10.12928/sylection.v4i1.18751
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