STRATEGI KOMUNIKASI PEMASARAN EVENT ORGANIZER PT MANDIRI KREASI BERSAUDARA

ANNISYA JELITA, . (2022) STRATEGI KOMUNIKASI PEMASARAN EVENT ORGANIZER PT MANDIRI KREASI BERSAUDARA. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Banyaknya persaingan bisnis di dunia event, membuat event organizer harus memiliki strategi komunikasi dalam melakukan komunikasi pemasaran. PT Mandiri Kreasi Bersaudara atau dikenal dengan Upgrade Inc merupakan salah satu event organizer yang berada di Jakarta Barat. Penelitian ini dibuat dengan tujuan untuk mengetahui bagaimana strategi komunikasi pemasaran yang dilakukan oleh PT Mandiri Kreasi. Teknik pengumpulan data yang dilakukan peneliti berupa wawancara, observasi dan studi literatur. Hasil penelitian ini memperlihatkan segmentasi dari Upgrade Inc yang terbagi menjadi geografis, demografis, psikografis dan perilaku. Lalu targeting untuk menentukan audiens yang memiliki kesibukkan dalam melaksanakan suatu event. Kemudian positioning yang menjadi ciri khas atau citra dari Upgrade Inc yaitu berupa one stop shop. Selain itu, hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang digunakan di PT Mandiri Kreasi Bersaudara adalah personal selling, direct marketing, sales promotion, dan word of mouth. *********************************************************** The number of business competition in the world of events, making event organizers must have a communication strategy in conducting marketing communications. PT Mandiri Kreasi Bersaudara or known as Upgrade Inc is one of the event organizers located in West Jakarta. This research was made with the aim of knowing how the marketing communication strategy is carried out by PT Mandiri Kreasi. Data collection techniques carried out by researchers in the form of interviews, observations and literature studies. The results of this study show the segmentation of Upgrade Inc which is divided into geographic, demographic, psychographic and behavioral. Then targeting is to determine the audience who is busy in carrying out an event. Then the positioning that becomes the hallmark or image of Upgrade Inc is in the form of a one stop shop. In addition, the results of this study indicate that the marketing communication strategies used at PT Mandiri Kreasi Bersaudara are personal selling, direct marketing, sales promotion, and word of mouth.

Item Type: Thesis (Diploma)
Additional Information: 1). Revi Agustin Aisyianita, S.Hut.,M.Sc.
Subjects: Ilmu Sosial > Pariwisata
Divisions: FIS > D IV Usaha Perjalanan Wisata
Depositing User: sawung yudo
Date Deposited: 08 Oct 2024 04:13
Last Modified: 08 Oct 2024 04:13
URI: http://repository.unj.ac.id/id/eprint/51401

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