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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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) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. 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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