Strategi Komunikasi Pemasaran PT Injoynesia dalam Acara School of Joy.
ABSTRAK
Nur Aini Parwitasari. NPM 210120130007. Penelitian ini berjudul
“Strategi Komunikasi Pemasaran PT.Injoynesia dalam Acara School of Joy”, di
bawah bimbingan Dr. Atwar Bajari, M.Si dan Dr. Udung Noor Rosyad,M.Si,M.M
Penelitian ini bertujuan untuk: 1). Mengetahui strategi segmentasi yang
digunakan PT.Injoynesia dalam acara ‘school of joy’, 2). Mengetahui strategi
pesan yang digunakan PT.Injoynesia dalam acara ‘school of joy’, 3). Mengetahui
strategi komunikasi pemasaran PT.Injoynesia dalam acara ‘school of joy’, 4).
Mengetahui model proses komunikasi pemasaran PT.Injoynesia dalam acara
‘school of joy’, 5). Mengetahui alasan PT.Injoynesia mengusung acara ‘school of
joy’.
Metode penelitian yang digunakan adalah studi kasus. Dalam hal ini
teknik pengumpulan data dilakukan melalui observasi, wawancara, dan studi
dokumentasi. Hasil penelitian ini yaitu, 1). Strategi segmentasi PT.Injoynesia
yang digunakan, yaitu segmen demografis dan psikologis. 2). Strategi pesan
PT.Injoynesia menyangkut tiga macam unique selling proposition, yaitu rational
appeals, emotional appeals, dan moral appeals. 3). Strategi komunikasi
pemasaran yang digunakan, yaitu personal selling, sales promotion, dan
publisitas. 4). Model komunikasi pemasaran, yaitu PT.Injoynesia
menyelenggarakan acara school of joy yang di publikasikan oleh berbagai media
kemudian diterima oleh konsumen, selanjutnya konsumen akan melakukan
tindakan ketika memproses pesan PT.Injoynesia berupa pembelian maupun brand
awareness, 5). Alasan PT.Injoynesia mengusung acara school of joy, yaitu untuk
membangun brand awareness pada peserta dan kelompoknya guna membentuk
citra dan reputasi.
Kata kunci: komunikasi, pemasaran, bisnis
v
ABTRACT
Nur Aini Parwitasari. NPM 210120130007. The title of this research is
“Marketing Communication Strategy of PT.Injoynesia in School of Joy’s Event”,
with under guidance of Dr. Atwar Bajari, M.Si and Dr. Udung Noor
Rosyad,M.Si,M.M
This research aims to: 1).Understand the strategy of segmentation which
PT.Injoynesia used for determine consumers goal expecially for school of joy’s
event, 2).Understand the strategy of message which PT.Injoynesia used in school
of joy’s event, 3).Understand the marketing communication strategy of
PT.Injoynesia used in school of joy’s event, 4). Understand model of marketing
communication process in school of joy’s event, 5). Understand the reason of
PT.Injoynesia hold this school of joy’s event as communication marketing
programme.
This research used case study method and the technique of data collecting
which passing by observation, interview, and study documentation. The result are
1). the segmentation strategy of PT.Injoynesia to determine was viewed by
demographic and psychology, 2). the message strategy of PT.Injoynesia related
three kind unique selling proposition, there were rational appeals, emotional
appeals, and moral appeals, 3). marketing communication strategy of
PT.Injoynesia were personal selling, sales promotion, and publicity. 4). the model
marketing communication was PT.Injoynesia hold this event with publicity by
many media, the consumer received message, than consumer doing action when
their processed PT.Injoynesia’s message in the form of purchasing and brand
awareness, 5). The reason of PT.Injoynesia hold this event was to develop brand
awareness for participant and their group to make image and reputation.
Keywords: communication, marketing, business
vi
Nur Aini Parwitasari. NPM 210120130007. Penelitian ini berjudul
“Strategi Komunikasi Pemasaran PT.Injoynesia dalam Acara School of Joy”, di
bawah bimbingan Dr. Atwar Bajari, M.Si dan Dr. Udung Noor Rosyad,M.Si,M.M
Penelitian ini bertujuan untuk: 1). Mengetahui strategi segmentasi yang
digunakan PT.Injoynesia dalam acara ‘school of joy’, 2). Mengetahui strategi
pesan yang digunakan PT.Injoynesia dalam acara ‘school of joy’, 3). Mengetahui
strategi komunikasi pemasaran PT.Injoynesia dalam acara ‘school of joy’, 4).
Mengetahui model proses komunikasi pemasaran PT.Injoynesia dalam acara
‘school of joy’, 5). Mengetahui alasan PT.Injoynesia mengusung acara ‘school of
joy’.
Metode penelitian yang digunakan adalah studi kasus. Dalam hal ini
teknik pengumpulan data dilakukan melalui observasi, wawancara, dan studi
dokumentasi. Hasil penelitian ini yaitu, 1). Strategi segmentasi PT.Injoynesia
yang digunakan, yaitu segmen demografis dan psikologis. 2). Strategi pesan
PT.Injoynesia menyangkut tiga macam unique selling proposition, yaitu rational
appeals, emotional appeals, dan moral appeals. 3). Strategi komunikasi
pemasaran yang digunakan, yaitu personal selling, sales promotion, dan
publisitas. 4). Model komunikasi pemasaran, yaitu PT.Injoynesia
menyelenggarakan acara school of joy yang di publikasikan oleh berbagai media
kemudian diterima oleh konsumen, selanjutnya konsumen akan melakukan
tindakan ketika memproses pesan PT.Injoynesia berupa pembelian maupun brand
awareness, 5). Alasan PT.Injoynesia mengusung acara school of joy, yaitu untuk
membangun brand awareness pada peserta dan kelompoknya guna membentuk
citra dan reputasi.
Kata kunci: komunikasi, pemasaran, bisnis
v
ABTRACT
Nur Aini Parwitasari. NPM 210120130007. The title of this research is
“Marketing Communication Strategy of PT.Injoynesia in School of Joy’s Event”,
with under guidance of Dr. Atwar Bajari, M.Si and Dr. Udung Noor
Rosyad,M.Si,M.M
This research aims to: 1).Understand the strategy of segmentation which
PT.Injoynesia used for determine consumers goal expecially for school of joy’s
event, 2).Understand the strategy of message which PT.Injoynesia used in school
of joy’s event, 3).Understand the marketing communication strategy of
PT.Injoynesia used in school of joy’s event, 4). Understand model of marketing
communication process in school of joy’s event, 5). Understand the reason of
PT.Injoynesia hold this school of joy’s event as communication marketing
programme.
This research used case study method and the technique of data collecting
which passing by observation, interview, and study documentation. The result are
1). the segmentation strategy of PT.Injoynesia to determine was viewed by
demographic and psychology, 2). the message strategy of PT.Injoynesia related
three kind unique selling proposition, there were rational appeals, emotional
appeals, and moral appeals, 3). marketing communication strategy of
PT.Injoynesia were personal selling, sales promotion, and publicity. 4). the model
marketing communication was PT.Injoynesia hold this event with publicity by
many media, the consumer received message, than consumer doing action when
their processed PT.Injoynesia’s message in the form of purchasing and brand
awareness, 5). The reason of PT.Injoynesia hold this event was to develop brand
awareness for participant and their group to make image and reputation.
Keywords: communication, marketing, business
vi