Komunikasi Pemasaran Waralaba (Studi Deskriptif Kualitatif Aktivitas Komunikasi Pemasaran Bisnis Waralaba "Cv. Ratu Rosari" Di Surakarta)

ABSTRACT Chakti Febri Yudanto. D1212019. FRANCHISE MARKETING COMMUNICATIONS (Descriptive Study Qualitative Marketing Communications Activities Franchise "CV. Ratu Rosari" In Surakarta).S1 Thesis, Department of Communication, Faculty of Social and Political Science, University of March Surakarta, 2016. This study aims to determine the activities of marketing communications franchise CV. RatuRosari in business Mosco in Surakarta. This research is a descriptive study using a qualitative approach. The research was conducted at CV. RatuRosari Sampling technique used is purposive sampling. Sample in this research was the informant that is based on the primary consideration that the internal side President (Owner), Manager of Marketing and Development, Exhibition Manager and Control. Data collection techniques using observation, interviews and documentation. Data were analyzed using a model of interactive analysis of data reduction, data and verification studies. The results showed that: franchise marketing communications activities that have been undertaken by the company CV. RatuRosari in Mosco business products: (1) Event marketing communications used by CV. RatuRosari in the promotion and marketing of business products Mosco, among others also wear promotion mix (Mix Promotion) program includes Personal Selling (selling face to face), Mass Selling (consisting of advertising), Sales Promotion (sales promotion), Public relations (Public Relations ), Direct Marketing (Direct Marketing), (2) efforts an advertisement Mosco products business conducted by CV. RatuRosari more priority and emphasis on the advertisement; print ads in magazines and culinary magazines FRANCHISE, to social media on BBM, Twitter, Instagram, website banner ads, a nationwide franchise exhibition event, (3). Among all marketing communications activities that have been carried out by CV. RatuRosari on business products Mosco can to attract more prospective franchise and did not rule out joining a franchise that has been using the system adds another outlet mouth to mouth with social media. Keywords: Communication, Marketing, Promotion Mix, Business Franchise, Franchis