<![CDATA[ABSTRAKPenelitian ini berjudul Strategi Komunikasi Pemasaran Toko Emas MuliaIndah Dalam Menarik Minat Konsumen di Takengon. Penelitian inibertujuan untuk mengetahui bagaimana strategi komunikasi pemasaranyang dilakukan Toko Emas Mulia Indah selama ini dalam menarik minatkonsumen di Takengon. Metode yang digunakan adalah penelitiankualitatif dengan pendekatan deskriptif. Penelitian ini menggunakankonsep strategi komunikasi pemasaran dan teori AIDDA. Subjek dalampenelitian ini adalah empat orang informan dua orang konsumen TokoEmas Mulia Indah yang dianggap relevan. Teknik pengumpulan data,yaitu pengumpulan data secara langsung dengan melakukan observasidan wawancara secara mendalam kepada narasumber guna mendapatkandata yang sebenarnya dan sesuai dengan tujuan penelitian. Hasilpenelitian menunjukkan bahwa strategi komunikasi pemasaran yangdilakukan Toko Emas Mulia Indah dalam menarik minat konsumenadalah strategi bauran pemasaran dengan bentuk promosi iklan, personalselling. Strategi ini sudah baik mengingat produk emas yang dijual sudahdikenal masyarakat dari kegiatan pemasaran yang dilakukan Toko EmasMulia Indah. Akan tetapi diharapkan Toko Emas Mulia Indah jugamenggunakan media siar seperti radio,media internet dan siaran televisilokal di Aceh untuk mempromosikan produknya yang dilakukan secaraaktif. ABSTRACTThis research entitled Marketing Communication Strategy of Mulia Indah GoldStore Marketing In Attracting Consumer Interest in Takengon. The purpose of this research was to find out the marketing communication strategy used by Mulia Indah gold store so far in attracting consumers in takengon. The approach used in the study was descriptive qualitative method. This research used the concept of marketing communication strategy and AIDDA theory. The subjects in this study were four informants and two consumers of Mulia Indah Gold Store Which were considered relevant to the study. Data collection techniques used were observation and in depth interview to the informant to obtain the actual data and in accordance with the purpose of research Mulia Indah gold store in attracting consumer interest was marketing mix strategy by using advertising promotion form and personal selling. This strategy is good considering the gold products they sell are already known by the public from marketing activities conducted by Mulia Indah Gold Store. However, it is expected that Mulia Indah Gold Store also uses broadcast media such as radio and local television broadcasting in Aceh to promote their products and promotion in internet media that is done actively. However, it is expected that Mulia Indah Gold Store also uses broadcast media such as radio, internet media and local television broadcasting in Aceh to actively promote their products.]]>
