Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia

Research Article

Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers

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  • @INPROCEEDINGS{10.4108/eai.5-8-2020.2301203,
        author={Sunarta  Sunarta and Emaridial  Ulza and Budi Permana Yusuf and Faizal Ridwan Zamzany},
        title={Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers},
        proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020,  5 - 6 August 2020, Purwokerto, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2020},
        month={10},
        keywords={integrated marketing communication system},
        doi={10.4108/eai.5-8-2020.2301203}
    }
    
  • Sunarta Sunarta
    Emaridial Ulza
    Budi Permana Yusuf
    Faizal Ridwan Zamzany
    Year: 2020
    Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers
    ICBAE
    EAI
    DOI: 10.4108/eai.5-8-2020.2301203
Sunarta Sunarta1,*, Emaridial Ulza1, Budi Permana Yusuf1, Faizal Ridwan Zamzany1
  • 1: Universitas Muhammadiyah Prof DR HAMKA
*Contact email: sunarta@uhamka.ac.id

Abstract

This research aims to develop an integrated maritime marketing communication system for fishers in the Malimping area. To develop the integrated marketing communication system, an analysis of the behavior of fishers is conducted. The integrated marketing communication mix that becomes the unit of analysis is advertising, public relations, direct sales, sales promotion, interactive marketing, personal sales, word of mouth marketing, sponsorships, merchandise, exhibitions, branding, memes, Guerilla marketing, and Ambient. The measurement tool uses SWOT analysis, PEST, market share, and Ansoff matrix by looking at the objectives of fishermen, target consumers, type of market, the life cycle stages of the products being advertised, and fishermen's communication policies in the Malimping area to competitors.