STRATEGI PEMASARAN MARKEM WEDDING DALAM MENINGKATKAN KEPERCAYAAN CALON KONSUMEN DI KOTA PEKANBARU

Competition in marketing makes a company must survive for the smooth life and development of the company. Therefore Markem wedding makes a marketing communication strategy that is through advertising, personal selling, direct marketing, word of mouth, and sales promotion with the aim of making a profit through customer satisfaction and establishing good relationships with consumers. With this the author raised the title of the thesis "Markem wedding marketing communication strategies in increasing the confidence of prospective consumers in the city of Pekanbaru". The purpose of this study was to analyze the marketing communication strategy of Markem wedding in increasing the confidence of prospective consumers and knowing the inhibiting and supporting factors of Mrkem wedding in increasing the confidence of prospective consumers in the city of Pekanbaru. This research was conducted for approximately 2.5 months, namely December 2019-February 2020 and the data in this study were obtained by in-depth interview techniques with two informants accompanied by several additional informants namely from consumers and prospective consumers then made observations and documentation. The results showed that marketing communication strategy activities carried out Markem wedding in the form of brochures, banners, and Instagram promos, personal sales, direct marketing, word of mouth and sales promotions. The author can also find out the supporting factors and inhibitors of Markem wedding in increasing the confidence of prospective consumers in the city of Pekanbaru, namely because of the old Markem factor, professional people, complete facilities and the existence of good months and untrue stories about prices. The conclusion of this study, the marketing communication strategy of Markem wedding in increasing the trust of prospective consumers has gone well and effectively, seen from the existence of five marketing communication strategies that are carried out by Markem wedding