Marketing Communication on Agriculture Products Based E-Commerce (a Case of PanenMart Company)
Aulia Adisti Indah Sari (a*), (b) Muh. Hatta Jamil, (c) Musran Munizu
a) Student at the Departmen of Agribusiness, Graduated School of Hasanuddin University,
*email: auliaadistiindahsari[at]pasca.unhas.ac.id
b) Lecturer at the Department of Agribusiness, Faculty of Agriculture, Hasanuddin University
c) Lecturer at the Department Science of Economics, Faculty of Economics and Business, Hasanuddin University
Abstract
The purpose of this study is to describe and explain the existence of a panenmart company in the marketing communication process. The analytical method used is a qualitative descriptive analysis with a case study approach for the selection of research sites and identification of informants through in-depth interviews with key informants including: Chief Technology Officer (CEO), Chief Business Development Officer, Chief Operation Officer (COO), Chief Technology Officer (CTO), and Head of Content Digital Marketing and also 5 (five) employees involved in the marketing communication process. The results of this study enable the panenmart company to maintain its existence by using six (6) elements of marketing communication mix, namely: media advertising, direct marketing, sales promotion, personal selling, and interactive marketing.
Keywords: E-Commerce; Communication; Marketing
Topic: Extension of agriculture