Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Cakrawala : Jurnal Humaniora Bina Sarana Informatika PROPAGANDA
Harningsih Harningsih
Universitas Budi Luhur
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Komunikasi Pemasaran PT Hero Supermarket Tbk. dalam Mempromosikan Produk Baru: Studi Kasus Promosi Produk Maicih di Hero Emerald Tangera Harningsih Harningsih
PROPAGANDA Vol 1 No 2 (2021): PROPAGANDA: Jurnal Ilmu Komunikasi
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/prop.v1i2.261

Abstract

Dengan semakin meningkatnya perkembangan bisnis ritel baik berskala besar maupun kecil, dalam konsep hypermarket, supermarket, maupun minimarket di berbagai wilayah di Indonesia menimbulkan persaingan yang ketat. Dalam dunia usaha komunikasi pemasaran memegang peranan penting dalam perkembangannya, bisnis saat ini mendorong para pemasar untuk lebih kreatif dalam merancang strategi dalam komunikasi pemasaran. Sukses suatu produk, barang ataupun jasa tergantung bagaimana pelaku pasar melihat kebutuhan dan keinginan masyarakat serta komunikasi pemasaran yang digunakan. Tujuan penelitian ini untuk mengetahui strategi komunikasi pemasaran PT Hero Supermarket Tbk. yang digunakan dalam mempromosikan produk baru. Menggunakan pendekatan kualitatif, metode pada penelitian ini studi kasus deskriptif kualitatif yaitu dengan menguraikan, menjelaskan, dan menjabarkan secara komprehensif mengenai strategi komunikasi pemasaran PT Hero Supermarket Tbk. dalam mempromosikan produk baru. Simpulan: Komunikasi pemasaran PT Hero Supermarket Tbk. dalam mempromosikan produk baru menggunakan bauran pemasaran secara terintegrasi. Tujuan tersebut dilakukan agar setiap peluncuran produk baru lebih cepat diketahui pelanggan, keberhasilan dari suatu program promosi untuk meningkatkan nilai penjualan dan menerima tanggapan dari masyarakat sebagai aksi dan reaksi atas promosi. Komunikasi pemasaran pun dilakukan sebagai upaya menginformasikan produk-produk baru serta meningkatkan penjualan jangka pendek menengah dan jangka panjang.
Komunikasi Pemasaran Smesco Pasca Pandemi Covid-19 (Studi Deskritif Kualitatif) Peluang dan Tantangan Pelaku UMKM Binaan Smesco Harningsih Harningsih; Delia Putri Anggriani
Cakrawala - Jurnal Humaniora Vol 23, No 2 (2023): September 2023
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jc.v23i2.18410

Abstract

The impact of the COVID-19 virus has hit the health and social sectors hard, with the economic aspect being the most affected. Large-scale social restrictions (PSBB) have been one of the government's policies to curb the spread of the COVID-19 virus, resulting in a slump in micro, small, and medium-sized enterprises (UMKM), with widespread effects on the national economy. This research aims to delve deeper into Smesco Indonesia's efforts to assist UMKM during the COVID-19 pandemic, viewing it as both an opportunity and a challenge to enhance productivity in the wake of the pandemic-induced downturn. Through a qualitative descriptive study using the case study research method, this research comprehensively outlines, explains, and elaborates on Smesco's marketing communication implementation post-pandemic. The research findings indicate that Smesco Indonesia is committed to helping UMKM recover from their slump by providing various services, including sales promotion, marketing, market information, product distribution support, and consultation. They have also organized webinars to educate UMKM and expand their business horizons, not only for offline but also online sales. Smesco hopes that UMKM can elevate their status, which presents opportunities and challenges for business owners. The UMKM upgrading program initiated by Smesco offers several advantages, including the chance for UMKM products to enter the global market and support through product selection for local supermarket markets. The requirements for UMKM upgrading are relatively simple, such as having the necessary business legality documents like the Business Identification Number (NIB) or Limited Liability Company (PT) for medium-sized businesses, Halal certification, and BPOM approval for production.
Co-Authors Delia Putri Anggriani