ANALISIS KONSEP MARKETING COMMUNICATION JENANG/DODOL MIRAH SEBAGAI IDENTITAS OLEH-OLEH KHAS PONOROGO

This research is motivated by the phenomenon where the Jenang/Dodol Mirah company, wich was established in 1955, is still standing today, the existence of Jenang/Dodol Mirah until now has been dubbed as a typical Ponorogo Souvenir. The purpose of this study is to determine the analysis of the marketing communication concept of Jenang/Dodol Mirah as the identity of a typical Ponorogo souvenir. This study uses qualitative descriptive where researchers examine and explain a phenomenon that can be studied. Data collection techniquies use interviews, observations, and documentaition. The tiscussion is explained with the results of the interview and uses interpretation. The informants in this study amounted to 2 people. The sampling technique in this study was purposive sampling, using 1 infoormany as a key informant, namely head of marketing, and supprting informants, namely the marketing team and the admin of Instagram @jenangmirahponorogo. This sudy will examine the marketing communication of Jenang/Dodol Mirah with the theory of Integrated Marketing Communication (IMC). There are 8 indicators of Integrated Marketing Communication (IMC) teory, namely Direct Marketing, Sales Promotion, Public Relations, Personal Selling, Advertaising, Worth Of Mouth, Events and Experiences, and Interactive Marketing. With the resultd of this study, of the 8 indicators of the theory of Jenang/Dodol Mirah, only 5 indicators have been applied in the marketing communication of Jenang/Dodol Mirah, namely Public Relations, Personal Selling, Advertaising, Worth Of Mouth, and Event and Eksperiens. And there are 3 compenents of IMC that are not apllied, namely Direct Marketing, Sales Promotion, dan Interactive Marketing. Whit this, the Jenang/Dodol Mirah company is expected to apply and improve the 5 indicators of Integrated Marketing Communication (IMC) that are not applied.
Keywords : Marketing Communication, Identity, Souvenirs, Brand Awareness