RAMADLANI, MOCHAMAD (2015) STRATEGI KOMUNIKASI PEMASARAN MAJALAH FAHMA DALAM MENINGKATKAN JUMLAH PELANGGAN. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK
Majalah Fahma adalah majalah Parenting Muslim yang diterbitkan di
Yogyakarta. Majalah Fahma adalah majalah Islam bersegmentasi orang tua
murid dan guru. Maraknya kompetisi perusahaan, seperti perusahaan
penerbitan di Yogyakarta untuk meraih konsumen, Majalah Fahma memiliki
sedikit banyak pesaing dari organisasi bisnis yang sejenis dan kegiatan
komunikasi pemasaranyang menjalankan fungsi pertukaran jual-beli dan nilai
komunikasi yang efektif terhadap pelanggan. Teori dan kerangka pemikiran
penelitian teori kategori sosial dan strategi komunikasi pemasaran. Metode
penelitian kualitatif deskriptif. Teknik pengumpulan data melal ui wawancara,
observasi dan dokumentasi. Teknik analisis data menggunakan reduksi data,
penyajian data dan verifikasi kesimpulan. Uji keabsahan data menggunakan
triangulasi sumber. Hasil penelitian diperoleh dari sumber primer dan sumber
sekunder. Majalah Fahma melakukan rapat untuk menganalisis segmentasi
dan kepuasan pelanggan. Komun ikasi pemasaran Majalah Fahma adalah
periklanan dengan hasil kurang memuaskan, promosi penjualan dengan hasil
memuaskan dan perlu pembenahan, personal selling dengan hasil kurang
memuaskan, public relation dengan hasil memuaskan dan perlu pembenahan,
direct marketing dengan hasil memuaskan. Majalah Fahma menggunakan
Analisis SWOT, untuk mengetahui faktor pendukung dan faktor penghambat
serta mengetahui strategi untuk menghadapinya. Hasil keseluruhan tersebut
disimpulkan kegiatan komunikasi pemasaran Majalah Fahma kurang memuaskan
dalam meningkatkan jumlah pelanggan serta perlu pembenahan secara
kompleks dari pemberdayaan sumber tenaga kerja yaitu divisi pemasaran dan
divisi iklan.
Kata Kunci : Komunikasi Pemasaran, Strategi Pemasaran, Media Cetak,
Majalah, Pelanggan
ABSTRACT
Fahma Magazine is Parenting Muslim magazine published in Yogyakarta.
Fahma magazine is a magazine of islam that segmented to parents and
teachers. Many competition of companies competition, as publishing companies
in yogyakarta to reach consumers, Fahma Magazine has more or less
competitors of similar business organization and activities of marketing
communications which runs the function of the sales purchase exchange and
value of effective communication to customers. The theory and framework of
thought this research theory social category and strategy of communication
marketing. The methodology this research qualitative descriptive. The
technique of the data collection is through interviews, observation and
documentation. The technique of the data analysis using the reduction of the
data, presentation of data and verification of conclusion. Data validity test using
triangulation source. The results of the research obtain from primary source
and secondary source. Fahma Magazine doing meeting to analyze
segmentation and customer satisfaction. Marketing communications of
Fahma Magazine is advertising with unsatisfactory result, sales promotion
with satisfactory result but need improvement, personal selling with
unsatisfactory results, public relation with satisfactory result but need
improvement, direct marketing with satisfactory result. Fahma Magazine
using SWOT , analysis to know supporting factor and inhibitor factor as well
know strategy to deal with it. Based on the results conclude marketing
communication activities unsatisfactory result in increasing customers need
more complex improvement from labor source empowerment that is marketing
division and advertising division.
Key Word : Marketing Communication, Marketing Strategy, Print Media,
Magazine, Customer
| 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 06:46 |
| Last Modified: | 18 Oct 2016 06:46 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7781 |
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