AKTIVITAS KOMUNIKASI PEMASARAN PROGRAM QURBAN RENDANGMU DI LAZISMU KOTA BATU

The commemoration of Eid al-Adha is one of the moments for Muslims to perform qurbani worship. The Amil Zakat Infaq Sodaqoh Muhammadiyah institution or commonly known as Lazismu in addition to managing ZIS funds, Lazismu also provides services for religious activities such as qurban. The packaged qurban program is one of the mainstay programs of Lazismu. The packaged qurban program in the form of rendang mu and your corned beef is not only carried out at the central and regional levels. This packaged qurban program is also carried out at the city level, such as at Lazismu Batu City. The purpose of this study is to analyze the marketing communication activities of Qurban Rendangmu in Lazismu, Batu City. This study uses a qualitative descriptive method using the theory of Integrated Marketing Communication as the basis for analysis.
The result of this study is that the marketing communication activities of Rendangmu qurban in Lazismu Kota Batu are using personal selling, direct selling, advertising , public relations, and sales promotion. The five instruments have been applied by Lazismu Kota Batu in marketing the Rendangmu Qurban Program. In the implementation of these five instruments, personal sales are the most important instrument used by Lazismu Kota Batu in marketing the Rendangmu Qurban Program. Obstacles in the implementation of marketing communication activities for the Qurban Rendangmu Program at Lazismu Kota Batu are insufficient budgets, not identifying advertising targets and targets (segmentation), not specifically introducing products through events as well as time and human resources (HR) constraints.