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All Journal JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial Jurisprudentie Jurnal Manajemen Pelayanan Publik JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik Universitas Medan Area Publikauma : Jurnal Administrasi Publik Universitas Medan Area Politeia: Jurnal Ilmu Politik Persepsi : Communication Journal Journal of Education, Humaniora and Social Sciences (JEHSS) Bricolage : Jurnal Magister Ilmu Komunikasi PERSPEKTIF Jurnal Pemerintahan dan Politik SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Ihsan: Jurnal Pengabdian Masyarakat Strukturasi: Jurnal Ilmiah Magister Administrasi Publik Pelita Masyarakat Jurnal Ilmu Pemerintahan, Administrasi Publik, dan Ilmu Komunikasi (JIPIKOM) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal La Sociale INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE Industrial Research Workshop and National Seminar Journal of Public Representative and Society Provision Jurnal Ilmiah Administrasi Publik dan Pemerintahan Langgas: Jurnal Studi Pembangunan IIJSE Jurnal Pengabdian Kepada Masyarakat
Beby Masitho Batubara
Universitas Medan Area
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Journal : Persepsi : Communication Journal

 1 
Dalihan Na Tolu as a Marketing Communication Strategy for PT Sipirok Nauli Indra Muda; Walid Musthafa S; Beby Masitho Batubara
Persepsi: Communication Journal Vol 6, No 2 (2023): November 2023
Publisher : UMSU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/persepsi.v6i2.16900

Abstract

The business competition among bus operators is becoming more dynamic, therefore every bus company needs to prepare marketing strategies to attract customers and survive in the competition. This research employs a qualitative descriptive approach with in-depth interviews. The research participants include the Head of the Medan Representative Office, ticket officers, agents, warehouse staff, and 8 loyal customers. Based on the findings, the promotional strategy implemented by the Medan Representative Office focuses more on advertising promotion. This strategy is carried out by publicizing all types of routes and fleets used through the company's Facebook and YouTube accounts. Additionally, the company often distributes calendars to customers towards the end of the year. On the other hand, direct marketing promotion is done through the dalihan na tolu approach, which means ticket officers often use local greetings such as ipar, lae, oppung, bapak uda, amangboru, and anggi to address customers, with the aim of creating familiarity, building a sense of family, and establishing emotional connections through local approaches.
Co-Authors Abdul Kadir Abdul Kadir Adam Adam Adam Adam Aditiawansyah, Muhammad Danu Agung Suharyanto Agung Suharyanto Ahmad Kevin Nasution Andika, Wahyu Andy Frans Leo Silalahi Angelina, Nina Anwar, Aslihal Atikah Dwi Ramadhani Audia Junita Aulia Kadri Pratiwi Azhima, Fauzhan Bahrum Jamil, Bahrum Barus, Rehia K. Isabella Bella, Dara BIMA BIMA, BIMA Br Tarigan, Helenta Bukit, Niarita Cynthya Lawrency Saragih Daeli, Sri Suci Mentari Darman Kasih Halawa Desi Mariana Br. Simamora Dorowati, Butet Dwi Putri Rachmawati Evi Yunita Kurniaty Fakhrozaldi, M. Nicky Falua Jisokhi Haluana'a Fauzhan Azhima Gulo, Lebiyus Gulo, Yorizal Tri Marzuki Hadawiya, Rafi’atul Halawa, Lili Handayani Hariani, Riri Rezeki Hartono, Selamat Ichwanda, Rizki Indra Muda Indra Muda Irwan Nasution Khairunnisah Lubis Kholilullah Kurniaty, Evy Yunita Larasati Larasati Larasati, Larasati Lase, Sony Setiaman Lastrida Simbolon Lia Andriyani Lidya Octafiani Br Sinulingga Lubis, Fatimah Lubis, Muhammad Ardiansyah Lubis, Muhammad Haekal lubis, Suryanti Maksum Syahri Lubis manik, Agustina Manurung, Dian Mayasari Manurung, Selmika Mendrofa, Agung Rahmat Christin Mikael Irwan S Surumaha Mikha Juni Adelina Mendrofa Milan Alfianni Zega Mitha, Syahra Muda, Indra Muda, Indra Muhammad Aldi, Muhammad Muhammad Husni Thamrin Nainggolan, Leonardo Nasrullah Hidayat, Nasrullah Nasution, Muhammad Husni Thamrin Nasution, Sahra Yusna Nina Angelia Nina Angelina Nina Siti Salmaniah Siregar Nina Siti Salmiah, Nina Siti Novita Lumban Gaol Pane, Debora Pranata, Sudirman Rahmiati Rahmiati REHIA K ISABELLA BARUS Rehia K. Isabella Barus Rehia K. Isabella Barus Reza Rejeki Reza Rejeki Ritonga, Syafrudin Rizkan Zulyadi Rizkya, Salsa Rudi Salam Sinaga Sahara Angriani Siregar Samosir, Herrison Yehuda Santi, Ely Sarumaha, Mikael Irwan Susanto Selamat Riadi Servista Waruwu Sianturi, Juwilda Sianturi, Rut Royanti Silalahi, Andy Frans Leo Simamora, Benny Estrada Simbolon, Lastrida Sindi Dea Agustina Ginting Sinulingga, Lidya Octafiani Br Siregar, Nina Siti Salmiah Surya, Irfan Syafruddin Ritonga Syafruddin Ritonga Syafruddin Ritonga Syahpitri, Eliana Taufik Wal Hidayat Taufik Walhidayat Taufik Walhidayat Ulfi Syafitri Usman Tarigan Walid Musthafa S Walid Musthafa Sembiring Waruwu, Servista Wiranti Wiranti Yanhar Jamaluddin Yorizal Tri M Gulo Yorizal Tri Marzuki Gulo Yurial Arief Lubis Yusmaniar Kurniawati Sirait Zega, Milan Alfianni Zoraya Alfathin Rangkuti