HERDHANTO, WAHYU (2012) STRATEGI KOMUNIKASI PEMASARAN PT. COCA-COLA AMATIL INDONESIA CE NTRAL JAVA SEMARANG (Studi Deskriptif Komunikasi Pemasaran PT. Coca cola Amatil Indonesia Central Java Semarang Dalam Menghadapi Persaingan). Other thesis, UPN "VETERAN" YOGYAKARTA.
|
Text
ABSTRAK.pdf Download (37kB) | Preview |
|
|
Text
ABSTRACT INGGRIS.pdf Download (37kB) | Preview |
Abstract
ABSTRAK Persaingan perusahaan minuman de wasa ini semakin kompetitif untuk mendapatkan konsumen, terutama persaing an antar perusahaan minuman bersoda. PT Coca-Cola Amatil Indonesia Central Java mempunyai strategi-strategi tertentu dalam menghadapi ketatnya persainga n antar perusahaan minuman bersoda. Persaingan yang terjadi dalam hal apapun, ba ik program promosi, iklan, dan jenis minuman untuk menarik perhatian konsum en. Tujuan penelitian ini yaitu untuk mengetahui berbagai strategi komunikasi pemasaran PT. CCAI Central Java untuk menarik konsumen. Upaya-upaya yang dila kukan PT. CCAI Central Java dalam menghadapi persaingan antar perusahaan minuman kompetitor , faktor penentu keberhasilan PT. CCAI Central Java dalam menarik konsumen, dan hambatan- hambatan yang dialami dalam menerapkan strategi tersebut. Penelitian ini menggunakan metode penelitian deskriptif dengan pendekatan kualitatif. Adapun objek penelitian adalah devisi Marketing , dan humas PT. CCAI Central Java dalam merencanakan, menjalankan, dan mengevaluasi strategi komunikasi pemasarannya. Teknik pengumpulan da ta dilakukan melalui wawancara, observasi, dan dokumentasi. Analisis da ta dilakukan secara deskriptif, untuk memberikan deskripsi mengenai subjek penelitian yaitu mengenai perencanaan, pengimplementasian, dan pengevaluasian st rategi komunikasi pemasaran devisi Marketing dan humas PT. CCAI Central Ja va Indonesia. Sedangkan untuk menjangkau publiknya, strategi pemasara n PT. CCAI Central Java melalui lima saluran utama bauran promosi yang melipu ti iklan, penjualan tatap muka, promosi penjualan, hubungan masyarakat dan publisita s, serta pemasaran langsung. Target pasar dari PT. CCAI Central Java adalah semua kalangan kecuali balita dan ibu hamil, sedangkan target utamanya adalah siswa SMP dan SMA. Strategi komunikasi pemasaran yang dilakukan PT. CCAI Central Java saat ini sudah cukup efisien. Hal tersebut dibuktikan nai knya jumlah permintaan konsumen dari tahun ke tahun. ABSTRACT Competition among softdrink companies lately is much more competitive in effort to gain consumers, especially in those of soda water drinking companies. PT. Coca-Cola Amatil Indonesia Central Java has its own certain stra tegies in facing the tight competition among the companies. Any competition either in the form of promotion, advertising, and kinds of the drink to attract consumer’s attention. Aim of this rese arch is to know any comm unication strategies for the trading activities of PT. CCAI Central Java in order to attr act the consumer’s attention. Any efforts done by this company in facing the comp etition among its competitors, the determination factors of this company in attr acting the consumers, and any obstacles that appear for applying the strategies. This research was using a desc riptive research method within a qualitative approach. Research objects were Marketing a nd Human Relationship Di vision of PT. CCAI Central Java in planning, actuating, and evalua ting its trading communication strategies. Data collecting technique was done by using interviews, observa tion and documentation. Data analysis was done descriptively in order to give the description about research subject including in it are planning, implementation, and evalua tion on the trading comm unication strategy of Marketing and Human Relationship Division of PT. CCAI Central Java. To reach its public, trading strategy of this PT. CCAI Central Java is done throu gh five major mixed channels those are advertising, face to face trading, trading promotion, pub lic relation and publ icity, and also direct trading. Market target for PT. CCAI Centra l Java is all society member but student and pregnant women, and the main targets are all t eenagers in the age of junior and senior high school. Trading communication strategy of PT. CCAI Central Java so far has been quite efficient. This is proven by th e raise number of the consumers’ demand from year to year.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Depositing User: | Muji Isambina |
| Date Deposited: | 02 Jun 2016 04:42 |
| Last Modified: | 02 Jun 2016 04:42 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2875 |
Actions (login required)
 |
View Item |