Efektivitas Pameran sebagai Media Komunikasi Pemasaran Dewan Kerajinan Nasional Daerah Kota Bogor
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Abstract
An increasing of Small Micro Enterprises and Medium (SMEs) in Indonesia as much as 2,41 percent from 2012 to 2013 is a benchmark for the government to pay attention to the type of business that contributes to the commercial sector for economic growth in this country. National Craft Council (Dekranasda) is one of concern for the government to establish a handicraft product's marketing communication activities of SMEs from each region. The exhibition is a promotion tool Dekranasda mainstay performed by considering the characteristics of the products sold and the buyer targets to be achieved. The method of respondent selection is accidental sampling technique a number of 90 respondents. This research was did at Botani Square Bogor Mal by using quantitative method and supported by qualitative approach. The component of effectiveness is attraction, comprehension, acceptance, and persuation. That components are good enough, but need to get an improvement to make the exhibition more effective.
Keywords: attraction, comprehension, acceptance, persuation
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ABSTRAK
Sebuah peningkatan Usaha Mikro Kecil dan Menengah (UKM) di Indonesia sebanyak 2,41 persen dari 2012-2013 merupakan patokan bagi pemerintah untuk memperhatikan jenis usaha yang memberikan kontribusi untuk sektor komersial untuk pertumbuhan ekonomi di negara ini . Dewan Kerajinan Nasional (Dekranasda) adalah salah satu bentuk kepedulian pemerintah untuk membangun kegiatan komunikasi pemasaran produk kerajinan UKM dari masing-masing daerah. Pameran ini adalah alat promosi Dekranasda andalan dilakukan dengan mempertimbangkan karakteristik dari produk yang dijual dan target pembeli yang ingin dicapai. Metode pemilihan responden adalah teknik accidental sampling sejumlah 90 responden. Penelitian ini dilakukan di Botani Square Bogor Mal dengan menggunakan metode kuantitatif dan didukung oleh pendekatan kualitatif. Komponen efektivitas adalah daya tarik, pemahaman, penerimaan, dan persuasi. Komponen tersebut cukup baik, tetapi perlu mendapatkan perbaikan untuk membuat pameran lebih efektif.
Kata kunci: daya tarik, pemahaman, penerimaan, persuasi
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