AKTIVITAS PROMOTION MIX PADA STUDIO MATAHATI CERAMICS KOTA BATU

This research examines the implementation of marketing communication strategies through the promotion mix at Studio Matahati Ceramics in Batu City, one of the creative industry players specializing in ceramic crafts. The study is grounded in the importance of marketing communication strategies in enhancing brand awareness and attracting consumer interest, particularly among the younger generation. This research employed a qualitative approach with a descriptive design. Data were collected through in-depth interviews, observations, and documentation, and were analyzed using the Miles & Huberman data analysis model. The focus of the study is directed toward the implementation of promotion mix elements, which include advertising, sales promotion, public relations & publicity, personal selling, and direct marketing.
The findings reveal that not all elements of the promotion mix are applied equally. Public relations emerged as the most dominant strategy, carried out through educational workshops, collaborations, and media publications, which play a significant role in building a positive brand image and consumer loyalty. Sales promotion was implemented through seasonal discounts and bundling programs with partners, while personal selling was conducted with a humanistic and informative approach. Advertising is applied in a limited scope, primarily through collaborators. While direct marketing has gradually been abandoned in line with the development of digital marketing strategies. In conclusion, Studio Matahati Ceramics has been able to utilize the promotion mix adaptively in accordance with the characteristics of its business, emphasizing public relations as the key strategy in fostering close relationships with consumers and the community. This study is expected to provide academic contributions as a reference for marketing communication studies, as well as practical benefits for creative industry players in designing effective and relevant marketing communication strategies in today’s digital era.