Komunikasi Pemasaran Terpadu (Studi Kasus di PT Asco Prima Mobilindo (Daihatsu) Cabang Surabaya)

Firmansyah, Fani and Prof. Dr.Drs. Margono Setiawan and Dr.Fatchur Rohman, and Dr. Nur Khusniyah Indrawati, (2022) Komunikasi Pemasaran Terpadu (Studi Kasus di PT Asco Prima Mobilindo (Daihatsu) Cabang Surabaya). Doktor thesis, Universitas Brawijaya.

Abstract

Dinamika bisnis otomotif yang persaingannya semakin ketat antara perusahaan otomotif dalam menghasilkan dan menjual produk mobilnya memberikan pengaruh terhadap pandangan bahwa perusahaan harus memberitahukan dan memperkenalkan produknya kepada masyarakat agar terdorong membeli produknya melalui kegiatan promosi. Penelitian ini difokuskan pada desain model komunikasi pemasaran terpadu yang mencakup media online dan personal selling pada Sales mobil di PT ASCO Prima Mobilindo (Daihatsu) Cabang Surabaya. Penelitian ini menggunakan pendekatan kualitaitf interpretif dengan perspektif studi kasus. Setting penelitian ini di PT Asco Prima Mobilindo (Daihatsu) Cabang SurabayaJjalan Mastrip No 180 Surabaya. Dalam penelitian ini diteliti tentang desain model komunikasi pemasaran on line pada Sales mobil di PT ASCO Prima Mobilindo (Daihatsu) Cabang Surabaya dimana sales lebih memilih komunikasi pemasaran media online daripada offline. Unit analisis pada penelitian ini adalah penerapan komunikasi pemasaran media on line yang dilakukan oleh sales mobil pada PT ASCO Prima Mobilindo (Daihatsu) Cabang Surabaya. Metode pengumpulan data adalah dengan observasi, wawancara mendalam serta dokumentasi. Hasil penelitian menemukan bahwa pandangan Komunikasi pemasaran terintegrasi menurut para sales mobil di PT.Asco Prima Mobilindo (Daihatsu) Surabaya yaitu merupakan cara untuk menyampaikan produk kepada para customer dengan cara mempengaruhi aspek emosional (psikologi) mereka yakni bagaimana cara pemasar dapat membagi informasi kepada halayak ramai dan para penerima informasi tersebut pun dapat menerima informasi dengan jelas dan baik. Dimensi Komunikasi pemasaran terpadu yang diterapkan oleh sales mobil diPT Asco Prima Mobilindo (Daihatsu) Surabaya ada 6 dimensi yaitu,periklanan,promosi penjualan,acara dan pengalaman, pemasaran langsung, online dan media social marketing dan personal selling. Penerapan media online dan social media marketing yang dialkukan oleh para sales mobil PT Asco Prima Mobilindo (Daihatsu) Surabaya yaitu menggunakan youtube,whatsapp,Instagram,google adword dan rajamobil.com

English Abstract

The dynamics of automotive, which is increasingly fierce competition between automotive companies in producing and selling their car products, has an influence on the company's view that the company must encourage and introduce business to the public so that they are encouraged to buy through promotional activities. This research includes the design of an integrated marketing communication model with online media and personal selling on car sales at PT ASCO Prima Mobilindo (Daihatsu) Surabaya Branch. This research uses an interpretive qualitative approach with a case study perspective. The setting of this research is PT Asco Prima Mobilindo (Daihatsu) Surabaya Branch, Jalan Mastrip No 180 Surabaya. This study examines the design of on-line marketing communication models in car sales at PT ASCO Prima Mobilindo (Daihatsu) Surabaya Branch where sales prefer online media marketing communications to offline. The unit of analysis in this study is the application of on-line media marketing communications carried out by car sales at PT ASCO Prima Mobilindo (Daihatsu) Surabaya Branch. Data collection methods are observation, in- depth interviews and documentation. The results of the study found that the view of integrated marketing communication according to car sales at PT. Asco Prima Mobilindo (Daihatsu) Surabaya is a way to convey products to customers by influencing their emotional (psychological) aspects, namely how marketers can share information with the public. and the recipients of the information can also receive information clearly and well. There are 6 dimensions of integrated marketing communication applied by car sales at PT Asco Prima Mobilindo (Daihatsu) Surabaya, namely, advertising, sales promotion, events and experiences, direct marketing, online and social media marketing and personal selling. The application of online media and social media marketing carried out by car sales of PT Asco Prima Mobilindo (Daihatsu) Surabaya is using youtube, whatsapp, Instagram, google adword and rajamobil.com

Other obstract

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Item Type:	Thesis (Doktor)
Identification Number:	0622020023
Uncontrolled Keywords:	komunikasi, pemasaran, komunikasi pemasaran terpadu, communication, marketing, integrated marketing communication
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Nur Cholis
Date Deposited:	30 Jan 2023 02:02
Last Modified:	30 Jan 2023 02:02
URI:	http://repository.ub.ac.id/id/eprint/197054

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