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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 ', Munjiatun Abd. Rasyid Syamsuri Abdul Kadir Abiyyu, Muhammad Faris Abid Adrial Falahi Agung Suharyanto Aini, Qurratun Anggi Funga Nauli Anwar, Aslihal Armansyah Matondang Armansyah Matondang Aulia, Rezki Ayu Lestari Bahrum Jamil Barus, Rehia K. Isabella Batubara, Baby Mashito Bebby Masitho Batubara Beby Masitho Batubara Beby Masitho Batubara Beltahmamero Simamora Br Tambunan, Emi Ningsi Bukit, Niarita Bukit, Niarita Dahlan, Harris R. Damanik, Maharani Iviola adithia Dedi Kurniawan Dedi Sahputra Deliana, Marlina Dian Novita Sari Dinda Emilia Effiati Juliana Hasibuan Evi Yunita Kurniaty Fathin Abdullah Gea, Seventinus Gustami Harahap Hadawiya, Rafi’atul Hairida Wati Hartati, Diah Vitaloka Heri Kusmanto, Heri Hery Syahrial Hutauruk, Icha Novita Irin Hanafiah Siregar Irwan Nasution Julianto Hutasuhut Kadir, Abdul Laia, Swaspril Yohana Laju, I Kadek Larasati Larasati Larasati, Larasati Lastrida Simbolon Lubis, Nurul Afifah Lubis, Tukimin Mahmud Alpusari Marasakti Siregar Masita Devi Matondang, Armansyah Mela Dwi Valensia Elvira Melita Sembiring, Shirley Milan Alfianni Zega Muhammad Husni Thamrin Nasution Muhathir, Muhathir Nanang Tomi Sitorus Nasution, Irwan Nina Angelia Nina Angelia Nova Ratna Sikin Rambe Nurmala, Eka Nurul Jannah Okdamaiyanti, Yiska Purba, Agung R., Sulastriani Rehia K.I Barus, Rehia K.I Reza Rejeki Reza Rejeki Riri Novalina Peronica Ririn Syafitri Rosmala Dewi Rosmala Dewi Rosmala Dewi Rudiya, Hadi Rusdianto Rusdianto Rusdianto Rusdianto, Rusdianto Sabaruddin Saputra, M. Fernanda Shirley Melita Sembiring Meliala Siddik, Ega Simbolon, Lastrida Sinatra, Franciscus Tuah Xaverius Siregar, Irin Hanafiah Siregar, Marasakti Siregar, Muhammad Sapril Siregar, Syahminan sultan Syafitri, Ririn Syafruddin Ritonga Syahminan Siregar Syaputra, M. Taufik Wal Hidayat Walid Mustafa Walid Musthafa S Waridah Pulungan Waridah Pulungan Waridah Waridah Windy Zulianda Wiranto, Agus Yadi, Muhammad Hafif Yurial Arief Lubis Zega, Milan Alfianni