Strategi Komunikasi Pemasaran Event Pasar Tani Kota Palu dalam Memasarkan Hasil Pertanian (Studi kasus pada Dinas Pertanian Kota Palu)

The Farmer's Market event is a forum for farmer groups to offer and sell various types of agricultural products and processed products as an effort to bring market opportunities closer to farmers. Apart from that, the farmer's market event can make it easier for consumers to get agricultural products. The farmer's market itself aims to market agricultural products while providing encouragement so that the people of Palu can compete with local agriculture. The aim of this research is to find out what marketing communication strategies have been implemented at the Farmers' Market Event in Palu City to market agricultural products so that they can compete with farmers outside the region. This research uses a qualitative descriptive approach. Data collection techniques were carried out using observation, interviews and documentation. The data source in this research is purposive sampling. The validity of the data in research uses source triangulation techniques. The data analysis technique is carried out by reducing data, presenting data and drawing conclusions. This research uses marketing communication strategy theory in the marketing communication mix from Kotler and Keller, where the research results state that the marketing communication used by the Palu City Agriculture Service in marketing agricultural products to compete with farmers outside the region is: Advertising is carried out using social media Instagram and Facebook which contains content about farmer's market event activities at the Palu City Agricultural Service. Community relations consist of always maintaining product quality in accordance with SOP, maintaining customer satisfaction and maintaining harmony with the community. Sales promotions take the form of discounts, showcasing superior products, special prices and providing samples. Direct marketing is carried out face to face and interacts reciprocally and facilitates promotional activities. Personal selling takes the form of trade exhibitions, counseling, face to face to find out the audience's response to personal selling activities. The marketing communications carried out by the Palu City Agriculture Service in marketing agricultural products such as advertising, sales promotions, public relations, direct marketing and personal sales which are often carried out and are effective are advertising and public relations which can make it easier, remember and be aware of the product or brand.