Strategi Komunikasi Pemasaran dalam Meningkatkan Kualitas Layanan pada Industri Percetakan: Studi Kasus pada Minhajut Thullab Corporate Center (MCC)

Abstract

The global printing industry is undergoing significant post-pandemic transformation, requiring businesses, including Islamic boarding school businesses like Minhajut Thullab Corporate Center (MCC), to adapt not only to technology but also to marketing communication strategies and service quality. Objective: This study aims to analyze marketing communication (public relations) strategies for improving service quality and identify the supporting and inhibiting factors faced by MCC in Banyuwangi. This study used a descriptive qualitative approach with a case study at MCC. Data were collected through participant observation, in-depth interviews with managers and employees, and documentation. Data analysis followed the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The research findings indicate that MCC's marketing communication strategy still relies on simple media such as WhatsApp and banners. Nevertheless, MCC has implemented the five dimensions of service quality (tangibles, reliability, responsiveness, assurance, empathy) quite well. Key supporting factors include adequate equipment for small-scale businesses and a familial relationship with customers, while inhibiting factors are limited human resources and reliance on third parties for large-scale orders. An effective marketing communications strategy, even using simple media, contributes to improving service quality at MCC. Strengthening human resources and diversifying communication channels are key to future business development.