STRATEGI MARKETING PUBLIC RELATIONS PT WAHANA WIRAWAN (INDOMOBIL NISSAN).
ABSTRAK
Muhammad Adi Firmansyah, 210110110702 Jurusan Ilmu Hubungan
Masyarakat Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Judul Penelitian
“Strategi Marketing Public Relations PT Wahana Wirawan Dalam Menghadapi
Ketatnya Persaingan Bisnis Otomotif Di Kota Bandung.” yang dibimbing oleh
Dra. Feliza Zubair, M.Si. sebagai pembimbing utama dan H. Wawan Setiawan,
Drs. M.I.Kom sebagai pembimbing pendamping.
Tujuan penelitian untuk mengetahui strategi push marketing public
relations PT Wahana Wirawan, untuk mengetahui strategi pull marketing public
relations PT Wahana Wirawan dan untuk mengetahui strategi pass marketing
public relations PT Wahana Wirawan dalam menghadapi ketatnya persaingan
dunia bisnis otomotif di Kota Bandung.
Hasil Penelitian menunjukan berbagai kegiatan promosi yang
dilaksanakan oleh PT Wahana Wirawan sebagai sales promotions resmi produk
Mobil Nissan di Indonesia khususnya di Kota Bandung. Promosi – promosi
tersebut terbagi dalam “three ways strategy” yaitu push strategy (iklan media
cetak, media luar ruang dan media internet) pull strategy (pameran dan sponsor
acara) dan yang terakhir adalah pass strategy (Corporate Sosial Responsibility
“CSR” kepada anak-anak yatim piatu) diharapkan dengan melakukan strategi
tersebut, PT Wahana Wirawan mampu menghadapi ketatnya persaingan bisnis
otomotif di Kota Bandung ini.
Kesimpulan Penelitian ini adalah bagaimana strategi marketing public
relations yang dilaksanakan oleh PT Wahana Wirawan cukup berpengaruh pada
penjualan produk Nissan. Strategi – strategi tersebut terbagi dalam “three ways
strategy” yaitu push strategy (iklan media cetak, media luar ruang dan media
internet) pull strategy (pameran dan sponsor acara) dan yang terakhir adalah pass
strategy (Corporate Sosial Responsibility “CSR” kepada anak-anak yatim piatu).
Dari ketiga strategi tersebut, strategi pull adalah yang paling sering dilaksanakan
oleh perusahaan karena dinilai mampu mendongkrak penjualan melalui berbagai
kegiatan promosi dalam strategi ini. Pameran adalah salah satu kegiatan promosi
yang mampu menarik para konsumen untuk membeli produk mobil Nissan,
karena kegiatan promosi pameran cukup mampu menarik perhatian konsumen
dengan diadakan beberapa kegiatan acara yang dikemas secara matang oleh pihak
PT Wahana Wirawan.
i
ABSTRACT
Muhammad Adi Firmansyah , 210110110702 Department of Public
Relations Faculty of Communication Sciences , University of Padjadjaran , Title
Research " Strategy of Marketing Public Relations PT Wahana Wirawan In Tight
Competition Facing Automotive Business In Bandung . " Is guided by Dra . Feliza
Zubair , M.Sc. as the main supervisor and H. Wawan Setiawan , Drs . M.I.Kom as
supervising companion.
The purpose of the study to determine the strategy of marketing public
relations push PT Wahana Wirawan , pull marketing strategies to determine PT
Wahana Wirawan public relations and to find out the passes of marketing public
relations strategies PT Wahana Wirawan in the face of competition in the
automotive business in the city of Bandung.
Research shows various promotional activities undertaken by PT Wahana
Wirawan as an official product sales promotions Nissan cars in Indonesia,
especially in Bandung . The promotion is divided into "three ways strategy" that
is a push strategy ( advertising print media , outdoor media and internet media )
pull strategy ( exhibition and event sponsor ) and the last one is a pass strategy (
Corporate Social Responsibility " CSR " to children orphans ) are expected to
carry out the strategy , PT Wahana Wirawan able to face the competition in the
automotive business in the city of Bandung.
The conclusion of this study is how the marketing public relations
strategies implemented by PT Wahana Wirawan quite influential on sales of
Nissan products. The strategy is divided into "three ways strategy" that is a push
strategy (advertising print media, outdoor media and internet media) pull strategy
(exhibition and event sponsor) and the last one is a pass strategy (Corporate
Social Responsibility "CSR" to children orphans). Of the three strategies, the pull
strategy is most often carried out by the company as judged able to boost sales
through various promotional activities in this strategy. The exhibition is one of the
promotional activities to attract consumers to buy a Nissan product, for
promotional activities exhibit quite able to attract the attention of consumers with
several activities organized events are packed carefully by the PT Wahana
Wirawan.
ii
Muhammad Adi Firmansyah, 210110110702 Jurusan Ilmu Hubungan
Masyarakat Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Judul Penelitian
“Strategi Marketing Public Relations PT Wahana Wirawan Dalam Menghadapi
Ketatnya Persaingan Bisnis Otomotif Di Kota Bandung.” yang dibimbing oleh
Dra. Feliza Zubair, M.Si. sebagai pembimbing utama dan H. Wawan Setiawan,
Drs. M.I.Kom sebagai pembimbing pendamping.
Tujuan penelitian untuk mengetahui strategi push marketing public
relations PT Wahana Wirawan, untuk mengetahui strategi pull marketing public
relations PT Wahana Wirawan dan untuk mengetahui strategi pass marketing
public relations PT Wahana Wirawan dalam menghadapi ketatnya persaingan
dunia bisnis otomotif di Kota Bandung.
Hasil Penelitian menunjukan berbagai kegiatan promosi yang
dilaksanakan oleh PT Wahana Wirawan sebagai sales promotions resmi produk
Mobil Nissan di Indonesia khususnya di Kota Bandung. Promosi – promosi
tersebut terbagi dalam “three ways strategy” yaitu push strategy (iklan media
cetak, media luar ruang dan media internet) pull strategy (pameran dan sponsor
acara) dan yang terakhir adalah pass strategy (Corporate Sosial Responsibility
“CSR” kepada anak-anak yatim piatu) diharapkan dengan melakukan strategi
tersebut, PT Wahana Wirawan mampu menghadapi ketatnya persaingan bisnis
otomotif di Kota Bandung ini.
Kesimpulan Penelitian ini adalah bagaimana strategi marketing public
relations yang dilaksanakan oleh PT Wahana Wirawan cukup berpengaruh pada
penjualan produk Nissan. Strategi – strategi tersebut terbagi dalam “three ways
strategy” yaitu push strategy (iklan media cetak, media luar ruang dan media
internet) pull strategy (pameran dan sponsor acara) dan yang terakhir adalah pass
strategy (Corporate Sosial Responsibility “CSR” kepada anak-anak yatim piatu).
Dari ketiga strategi tersebut, strategi pull adalah yang paling sering dilaksanakan
oleh perusahaan karena dinilai mampu mendongkrak penjualan melalui berbagai
kegiatan promosi dalam strategi ini. Pameran adalah salah satu kegiatan promosi
yang mampu menarik para konsumen untuk membeli produk mobil Nissan,
karena kegiatan promosi pameran cukup mampu menarik perhatian konsumen
dengan diadakan beberapa kegiatan acara yang dikemas secara matang oleh pihak
PT Wahana Wirawan.
i
ABSTRACT
Muhammad Adi Firmansyah , 210110110702 Department of Public
Relations Faculty of Communication Sciences , University of Padjadjaran , Title
Research " Strategy of Marketing Public Relations PT Wahana Wirawan In Tight
Competition Facing Automotive Business In Bandung . " Is guided by Dra . Feliza
Zubair , M.Sc. as the main supervisor and H. Wawan Setiawan , Drs . M.I.Kom as
supervising companion.
The purpose of the study to determine the strategy of marketing public
relations push PT Wahana Wirawan , pull marketing strategies to determine PT
Wahana Wirawan public relations and to find out the passes of marketing public
relations strategies PT Wahana Wirawan in the face of competition in the
automotive business in the city of Bandung.
Research shows various promotional activities undertaken by PT Wahana
Wirawan as an official product sales promotions Nissan cars in Indonesia,
especially in Bandung . The promotion is divided into "three ways strategy" that
is a push strategy ( advertising print media , outdoor media and internet media )
pull strategy ( exhibition and event sponsor ) and the last one is a pass strategy (
Corporate Social Responsibility " CSR " to children orphans ) are expected to
carry out the strategy , PT Wahana Wirawan able to face the competition in the
automotive business in the city of Bandung.
The conclusion of this study is how the marketing public relations
strategies implemented by PT Wahana Wirawan quite influential on sales of
Nissan products. The strategy is divided into "three ways strategy" that is a push
strategy (advertising print media, outdoor media and internet media) pull strategy
(exhibition and event sponsor) and the last one is a pass strategy (Corporate
Social Responsibility "CSR" to children orphans). Of the three strategies, the pull
strategy is most often carried out by the company as judged able to boost sales
through various promotional activities in this strategy. The exhibition is one of the
promotional activities to attract consumers to buy a Nissan product, for
promotional activities exhibit quite able to attract the attention of consumers with
several activities organized events are packed carefully by the PT Wahana
Wirawan.
ii