Strategi Pemasaran Informasi Toko Buku (Studi Kasus di Toko Buku Jatinangor, Sumedang)

Evi Nursanti Rukmana(1*), Neneng Komariah(2)

(1) Fakultas Ilmu Komunikasi Universitas Padjadjaran, Bandung
(2) Fakultas Ilmu Komunikasi Universitas Padjadjaran, Bandung
(*) Corresponding Author


The bookstores have the same products, prospective buyers in selling books and the location of the bookstores in front of Jatinangor highway. This research analys in the marketing strategy to understanding the differences the bookstores. In this research used qualitative research methods through a case study approach to managers the bookstores. The results of this research analysed the product that had differenced in the type of book to the sold. The bookstores still uses print promotion media, print media,  and online media. They sells the book in a cheap price in the price because it is source from the publisher. The third bookstores in the marketing to products from the directof the bookstores. The managers bookstore try to establish communication with buyers and to understanding needs to buyer. The process in the purchase direct in the bookstores and undirect with online media. The structuring in the room and preservation activity service became model manage in the form of physical from the third bookstores. Based on the analysis this results, the people or manager the bookstores become the factors in the activate marketing strategy at the bookstores. This is model 1 P TOP, that factor in the people influence to product, promotion, price, place, process dan physical evidence. 


Book Store; Jatinnangor; Marketing Strategy

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