BENTUK KOMUNIKASI PEMASARAN PADA BISNIS RETAIL: STUDI DESKRIPTIF KOMPARATIF PADA INDOMARET DAN ALFAMART DI SURABAYA
Abstract
Traders are dealers who have climbed down distribution market share, this is what makes Indonesia
has very much at all merchants, one Indomaret and Alfamart, see the closeness of those who are so
intense, the forms of communication that they use, is one way to maintain their existence. Starting from
Promo Price, Discount, marchendise, until the message across, Indomaret and Alfamart do. Seeing this
phenomenon the authors wanted to find out what forms of marketing communication used by Alfamart
and Indomaret and what the impact of proximity between Indomaret and Alfamart. This research uses
descriptive qualitative comparative study, where this research aimed to determine the forms of marketing
communication used by Alfamart and Indomaret and to determine the impact of proximity between
Indomaret and Alfamart.
Keywords: forms of marketing communication, Alfamart and Indomaret.
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