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All Journal Jurnal Empirika ETTISAL Journal of Communication Translitera : Jurnal Kajian Komunikasi dan Studi Media Jurnal Komunikasi Nusantara Jurnal Penelitian Manajemen Terapan (Penataran) Jurnal Pengabdian Masyarakat Nusantara KOLONI Journal of Indonesian Society Empowerment Science Contribution to Society Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Portal Riset dan Inovasi Sistem Perangkat Lunak
Andiwi Meifilina, Andiwi
Universitas Islam Balitar
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Public Health Social Sciences Other

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Journal : Jurnal Empirika

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Proses Simbolik Integrated Marketing Communication (IMC) Motif Batik Wirausaha Batik “Nimas Sekarsari” Gandusari Kabupaten Blitar Meifilina, Andiwi; Andari, Bina
Jurnal Empirika Vol. 10 No. 2 (2025): Jurnal Empirika
Publisher : Master Program in Sociology, Faculty of Social and Political Sciences, Universitas Sriwijay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47753/je.v10i2.215

Abstract

Changes in consumer behavior require marketers to implement integrated marketing communication (IMC). The existence of the role of symbolic interaction in marketing communication is currently very important in the perception of batik consumers. The purpose of this study is to describe Symbolic Processes in Integrated Marketing Communication (IMC) of Batik Motifs Typical of Blitar Regency in Batik Entrepreneur Nimas Sekarsari Gandusari Blitar Regency. This research method is descriptive qualitative, examining the marketing communication process carried out by Batik Nimas Sekarsari Gandusari, Blitar Regency. Data collection methods include interviews, documentation, observation, and literature review. Purposive sampling is used to determine informants in interviews based on predetermined criteria. The results of this study indicate that the marketing communication in attracting consumer interest, and in order to maintain the reputation and image in the business world, include: Advertising as a way to maintain its existence in the community. Batik Nimas Sekarsari Blitar Regency also utilizes events in Blitar Regency through direct marketing activities and sales promotions to attract more consumers. Then, personal selling is carried out by Batik Nimas Sekarsari Blitar Regency through collaboration with institutions, agencies, and the government to open up opportunities to develop its business. The role of symbolic interaction in marketing communication is currently very important in consumer perception. Transaction activities between sellers and buyers are carried out on Instagram social media and also directly or face-to-face from Batik Nimas Sekarsari, Gandusari, Blitar Regency.
Co-Authors Alfina Andari, Bina Endah Siswati Khudlori, Rochmat Kusumawijayanti, Anita Reta Magfiroh, Nurmaida Maghfiroh, Nurmaida Mentari, Gesela Sri Nuryanti Nuryanti Raysenda, Meylvin Damar Saputra, Jumadil Sunandes, Aris Yudistira, Alfan