AKTIVITAS PROMOSI MARZUFA BELADIRI STORE DI MEDIA SOSIAL SEBAGAI KOMUNIKASI PEMASARAN

This research aims to answer questions about what are the promotional activities of Marzufa Beladiri Store on social media as marketing communication in increasing the number of visitors, which Marzufa as one of the MSMEs (Micro, Small and Medium Enterprises) that sells martial arts equipment and supplies in Malang City. The method used in this research uses a qualitative approach with descriptive research. Data acquisition is obtained from in-depth interviews with the owner and online admin of Marzufa Beladiri Store, as well as reviewing documents owned by Marzufa Beladiri Store. The theory used is the Promotional mix, namely Advertising, Personal Selling, Sales Promotion, Public Relations and Publicity, and Direct Selling by Philip Kotler and Gary Armstrong.
The results showed that Marzufa Beladiri Store uses five promotion mix models in promoting its products on social media media (WhatsApp, Instagram and Tiktok) including advertising stores and selected products on social media using the advertising features on the platforms they use, Marzufa Beladiri Sore builds confidence, preferences, and encourages consumer action in making purchases by doing story telling related to specific products sold and providing bundling discounts. so that consumers are more motivated to make purchases Marzufa Beladiri Store offers sales promotions on twin dates and during certain events shared on WhatsApp and Instagram stories in the form of discounts, bundling promos, buying a certain amount gets merchandise, To make consumers more motivated to make purchases, Marzufa Beladiri Store offers sales promotions on twin dates and during certain events that are shared on WhatsApp and Instagram stories in the form of discounts, bundling promos, buying a certain amount of merchandise, and discounts with a minimum of 3 purchases for loyal customers. In maintaining relationships with consumers, Marzufa often communicates randomly (not in the context of buying and selling) via Whatsapp and is responsive to questions from consumers on social media to foster emotional closeness with consumers and build trust and customer satisfaction. Marzufa Beladiri Store also markets products directly through the Whatsapp broadcast feature and Instagram direct messages in fulfilling the last model of the promotion mix, namely Direct Selling.