Strategi Komunikasi Pemasaran Gypsum dengan Integrated Marketing Communication (Studi Pada Putra Jaya Mandiri di Jakarta Pusat)

Fitria, Dea Vika (2023) Strategi Komunikasi Pemasaran Gypsum dengan Integrated Marketing Communication (Studi Pada Putra Jaya Mandiri di Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

This study aims to determine the implementation of Integrated Marketing Communication and the factors that become obstacles in Putra Jaya Mandiri. This research uses qualitative methods with an inductive approach with secondary data as a support. Data processing techniques through observation, interviews and documentation. The results of this research indicate that the marketing communication strategy with Integrated Marketing Communication is going well based on the implementation of the Putra Jaya Mandiri strategy, namely: Direct Selling. Word of Mouth, Personal Selling, and Sales Promotion. There are inhibiting factors in the implementation of Integrated Marketing Communication, namely increasingly fierce business competition, unavailability of goods. suboptimal advertising implementation, lack of human resources and experience, and the emergence of the Covid-19 Pandemic outbreak. Penelitian ini bertujuan untuk mengetahui penerapan Integrated Marketing Communication dan faktor yang menjadi penghambatnya pada Putra Jaya Mandiri. Penelitian ini menggunakan metode kualitatif dengan pendekatan induktif. Dengan data sekunder sebagai pendukung. Teknik pengolahan data melalui observasi, wawancara dan dokumentasi. Dengan pemilik sebagai informan penelitian. Hasil dari riset ini mengindikasikan bahwa strategi komunikasi pemasaran dengan Integrated Marketing Communication berjalan dengan baik berdasarkan pada penerapan strategi Putra Jaya Mandiri, yaitu: Direct Selling, Word of Mouth, Personal Selling, dan Sales Promotion. Terdapat faktor penghambat dalam penerapan Integrated Marketing Communication yaitu persaingan usaha yang semakin ketat, ketidaksediaan barang, pelaksanaan iklan yang belum optimal, kurangnya sumber daya manusia dan pengalaman yang dimiliki, dan munculnya wabah Pandemi Covid-19.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Engkur, Engkur NIDN0302117204 engkurdsh@gmail.com
Uncontrolled Keywords:	Integrated Marketing Communication
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Dea Vika Fitria
Date Deposited:	14 Sep 2023 12:07
Last Modified:	14 Sep 2023 12:07
URI:	http://repository.stei.ac.id/id/eprint/10842

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