STRATEGI KOMUNIKASI PEMASARAN IKAN TERI KERING DI DESA BAKONG, KECAMATAN SINGKEP BARAT, KABUPATEN LINGGA

Abstract

The purpose of this research is to find out the marketing communication strategy in which there is a marketing mix consisting of products, prices, places or locations and promotions used by fishermen in Bakong Village. The phenomenon that occurs is the potential of fishery resources in Bakong Village is quite high with marketing that is still done independently and has not used social media as a communication tool in marketing dried anchoic fish owned by local fishermen, so marketing is still local. This research is a qualitative study through 10 (ten) informants as fishermen in Bakong Village. Data collection methods use interview, observation and documentation techniques. The results showed that marketing communication strategies were instrumental in increasing sales of dried anchoics in Bakong Village. This is seen from the implementation of 4P marketing strategies (Product, Price, Place and Promotion) which is one strategy as a measuring tool to achieve market share that has been set in product marketing.