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Kurniawan, Rony
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STRATEGI PEMASARAN MELALUI KOMUNITAS GUNA MENINGKATKAN PENJUALAN IKAN PREDATOR: STUDI PADA TOKO IKAN HIAS GUBUK AQUATIC KERTOSONO Hernanda, Sultanu Ahmaddiva; Bhirawa, Sigit Wisnu Setya; Kurniawan, Rony
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 10 (2025): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2025
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The purpose of this study is to describe the community-based marketing strategy implemented by Gubuk Aquatic Kertosono Ornamental Fish Store in marketing predator fish, as well as to identify the constraints and solutions in the implementation of the marketing strategy. This study employs a qualitative approach and is classified as a case study research design. The primary data were collected through in-depth interviews with three informants. The sampling technique used was snowball sampling, and informants were selected using the 5R criteria, namely relevance, recommendation, rapport, readiness, and reassurance. The data analysis in this study followed three stages: data reduction, data display, and conclusion drawing or verification. The findings indicate that the community-based marketing strategy implemented by Gubuk Aquatic Kertosono Ornamental Fish Store has proven effective in increasing predator fish sales. This strategy is realized through the formation of an active, communicative, and trust-based customer community. The community functions not only as a promotional medium but also as a platform for building long-term relationships between sellers and customers.It is recommended that the business consistently maintain and further develop the customer community, enhance the quality of communication, and preserve customer trust in order to sustain customer loyalty and increase sales performance. Future studies are expected to extend this research by adopting a quantitative approach or incorporating additional variables such as customer satisfaction and customer loyalty to strengthen the research findings.
Co-Authors Abrianto, Merdian Yozima Sugeng Adela, Hilda Nur Adzani, Enyzha Vrisca Citra Aikasari, Ellen Putri Andre Juliawan, Reffo Anggrahini, Karina Arafat, Bisma Ziyad Ardiani, Galuh Dilla Ardiyan, Ferly Rensa Astri Dewanti, Melina Ati, Desy Cahyaning Ayodya, Frisma Ayu Bambang Agus Sumantri, Bambang Agus Cahyani, Linda Fitri Cindia, Ike Damayanti, Astrie Dwika Flacita Dana, Moch Dana Nafsyah Dani , Frika Amalia Erika Dewantari, Beti Anjar Dewi, Putu Purnama Dian Kusumaningtyas, Dian Djoko S, Edy Djoko Soeprajitno, Edy Edyuana, Fadia Tri Elok Puspita Sari, Elok Puspita Ema Nurzainul Hakimah, Ema Nurzainul Erliana Putri, Puspitasari Fauji, Diah Ayu Septi Fauji, Dyah Ayu Septi Fransisca, Roesa Zolanda Hadi, Sephia Miartha Samsu Hamidah, Iim Roatul Haqqi, Hubbil Hernanda, Sultanu Ahmaddiva Herry Purnomo Hery Purnomo Hilalina, Deva Alvy Ichsannudin, Ichsannudin Ishmatul Maula, Ishmatul ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Khasanah, Atina Kuncoro, Safira Ratuhening Nur Leksono, Poniran Yudho Lestari, Veprillia lisa'adah, Eni Lorenza, Monica Cindy Maharani, Liya Malasari Mayangsari, Hesti MOHAMMAD FADIL, MOHAMMAD Muhamad Haris, Fatwa Muhammad Luthfi Noor’aini, Tias Nesti Novitasari, Reny Veronika Dian Novitasari, Yusi Nuril Hasanah, Ratna Nurjannah, Fitri Nurzainul Hakimah, Ema Oktanada, Walfadila Oktaviana, Yastika Paramitha, Dyah Pniel, Yemima Poniran Yudho Leksono Pragana, Yoesfi Alfian Prasojo, Aji Pravitasari, Mei Purnomoaji, Ahmad Puspita, Farsa Puspitasari, Anjar Puspitasari, De elsa Puspitasari, Yossy Putra Pratama, Ilham Putra, Whendy Pramudya Putri Wulandari, Nabela Putri, Shella Tamara raharjo, itot bian Rahayu, Agnes Widya Rasitania, Tika Reni Novitasari, Reni S, Edy Djoko Sabella, Ellsa Rechelina Samari Samari, Samari Sari, Fanti Puspita Sari, Nindya Laksmita Sari, Widya Apriliana Novita Sasongko, M. Zuhdi Sasongko, Muhammad Zuhdi SB, Sigit Wisnu Septa Wihara, Dhiyan Septiana, Rizky Shindy Dwita Nuansari Sigit Ratnanto Soeprajitno , Edy Djoko Soeprajitno, Edy Djoko Soepratjitno, Edy Djoko Subagyo Sugiono Sugiono Sugiono, Sugiono Sukmaningtias, Bella Kartika Agustina Susi Damayanti, Susi Tiara, Adelin Tri Astuti Trismaya, Eyyi Olninda Tritanti, Desi Tuhumena, Mathilda Yosephine Jecinda Viera Wardhani Wahyu Widodo Wahyuningtyas, Arindasari Widowati, Wiwik Wihara, Dhiyan Septa Wulandari, Luthfia Wulansari, Nindia Ayu Yekti, Rindhus Mei Anggar Yoanita, Enggar Yolan, Alhabella Wikanabelva Yudho Leksono, Poniran Zuhdi Sasongko, Muhammad Zulistiani Zulistiani, Zulistiani