PRADITA, VENDA ARDYA (2015) STRATEGI KOMUNIKASI PEMASARAN SOUTHER INDUSTRIES DALAM MENOPANG USAHA DI BIDANG INDUSTRI CLOTHING. Other thesis, UPN "Veteran" Yogyakarta.
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STRATEGI KOMUNIKASI PEMASARAN SOUTHER INDUSTRIES COVER-ABSTRAK.pdf Download (278kB) | Preview |
Abstract
ABSTRAK Judul Penelitian adalah “Strategi Komunikasi Pemasaran Souther Industries dalam Menopang Usaha di bidang Industri Clothing”, tujuan dilakukan penelitian adalah untuk mengetahui strategi komunikasi pemasaran yang dilakukan Souther Industries dalam perencanaan, pelaksanaan, pengevaluasian strategi komunikasi pemasaran. Souther Industries sebuah badan usaha dalam pembuatan kaos, clothing, apparel yang bertempat di Palbapang Bantul. Melaui metode penelitian deskritif kualitatif penelitian ini mendeskripsikan bagaimana proses perencanaan, pelaksanaan dan pengevaluasian pihak Souther Industries untuk meingkatkan penjualannya yang melalui bauran pemasaran. Hasil penelitian ini menunjukan Strategi Komunikasi pemasaran hard selling dan awareness. Penggunaan hard selling mampu meningkatkan interaksi langsung antara perusahaan dan konsumen yang biasanya berjalan melalui penggunaan media iklan, penjualan langsung, dan penjualan personal. Awareness atau kesadaran publik terhadap produk dan identitas Souther Industries didapat melalui berbagai media seperti event sponsorship, kerjasama dengan mitra, joint event dengan beberapa media masa dan sebagainya, dan melakukan grand launching. Kata Kunci : Komunikasi, Strategi Komunikasi Pemasaran, Souther Industries ABSTRACT Research title is "Marketing Communication Strategy Souther Industries in in Clothing Industry Business ", the purpose of research is to determine the marketing communication strategy done Souther Industries in the planning, implementation, evaluation of marketing communication strategy. Souther Industries a business entity in the making t-shirts, clothing, apparel at Palbapang Bantul. Through qualitative research methods deskriptive this study describes how the process of planning, implementing and evaluating the Souther Industries to boost its sales through the marketing mix. These results indicate a hard sell marketing communication strategy and awareness. The use of hard selling can increase direct interaction between businesses and consumers that usually runs through the use of media advertising, direct sales, and personal selling. The public's awareness or consciousness and identity Souther Industries products obtained through various media such as event sponsorship, cooperation with partners, joint event with some mass media and so on, and do the grand launching. Keywords : Communication, Marketing Communication Strategy, Souther Industries
| Item Type: | Thesis (Other) |
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 18 Oct 2016 08:14 |
| Last Modified: | 18 Oct 2016 08:14 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7788 |
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