S IKOM 1206567 Table of content
DAFTAR ISI
LEMBAR PENGESAHAN ...................................... Error! Bookmark not defined.
PERNYATAAN KEASLIAN SKRIPSI.................. Error! Bookmark not defined.
KATA PENGANTAR............................................... Error! Bookmark not defined.
UCAPAN TERIMA KASIH .................................... Error! Bookmark not defined.
ABSTRAK ................................................................. Error! Bookmark not defined.
ABSTRACT ............................................................... Error! Bookmark not defined.
DAFTAR ISI............................................................................................................i
DAFTAR TABEL .................................................................................................iv
DAFTAR GAMBAR..............................................................................................v
DAFTAR LAMPIRAN .........................................................................................vi
BAB I PENDAHULUAN .......................................... Error! Bookmark not defined.
1.1 Latar Belakang Masalah ............................... Error! Bookmark not defined.
1.2 Rumusan Masalah ........................................ Error! Bookmark not defined.
1.3 Tujuan Penelitian.......................................... Error! Bookmark not defined.
1.4 Manfaat Penelitian........................................ Error! Bookmark not defined.
1.5 Struktur Organisasi Skripsi .......................... Error! Bookmark not defined.
BAB II TINJAUAN PUSTAKA .............................. Error! Bookmark not defined.
2.1 Hubungan Masyarakat Pemasaran dalam Film ........... Error! Bookmark not
defined.
2.1.1 Publik untuk lembaga seni ..................... Error! Bookmark not defined.
2.1.2 Pra produksi ........................................... Error! Bookmark not defined.
2.1.3 Produksi ................................................. Error! Bookmark not defined.
2.1.4 Pasca produksi ....................................... Error! Bookmark not defined.
2.2 Hubungan Masyarakat Pemasaran ............... Error! Bookmark not defined.
2.2.1 Pengertian Hubungan Masyarakat Pemasaran...... Error! Bookmark not
defined.
2.2.2 Taktik Marketing Hubungan masyarakat ............. Error! Bookmark not
defined.
2.2.3 Peranan Hubungan Masyarakat Pemasaran .......... Error! Bookmark not
defined.
i
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.2.4 Faktor-faktor Penyebab Dibutuhkannya Strategi Humas Pemasaran
........................................................................ Error! Bookmark not defined.
2.2.5 Ruang Lingkup Hubungan Masyarakat Pemasaran.....Error! Bookmark
not defined.
2.3 Strategi Hubungan Masyarakat Pemasaran . Error! Bookmark not defined.
2.3.1 Perencanaan dan Manajemen Humas Pemasaran . Error! Bookmark not
defined.
2.3.2 Hubungan Media ................................... Error! Bookmark not defined.
2.3.3 Publikasi ................................................ Error! Bookmark not defined.
2.3.4 Public affairs ......................................... Error! Bookmark not defined.
2.3.5 Sponsorship............................................ Error! Bookmark not defined.
2.3.6 Manajemen Event .................................. Error! Bookmark not defined.
2.4 Kerangka Berpikir ........................................ Error! Bookmark not defined.
2.5 Penelitian Terdahulu .................................... Error! Bookmark not defined.
BAB III METODE PENELITIAN .......................... Error! Bookmark not defined.
3.1 Desain Penelitian .......................................... Error! Bookmark not defined.
3.1.1 Pendekatan Penelitian ............................ Error! Bookmark not defined.
3.1.2 Metode Penelitian .................................. Error! Bookmark not defined.
3.1.3 Strategi Penelitian .................................. Error! Bookmark not defined.
3.2 Partisipan dan Tempat Penelitian ................. Error! Bookmark not defined.
3.2.1 Partisipan Penelitian .............................. Error! Bookmark not defined.
3.3 Tempat Penelitian ..................................... Error! Bookmark not defined.
3.4 Teknik Pengumpulan Data ........................... Error! Bookmark not defined.
3.4.1 Wawancara Mendalam (In-Dept Interview) ......... Error! Bookmark not
defined.
3.4.2 Metode Observasi (Pengamatan) ........... Error! Bookmark not defined.
3.5 Jenis Sumber Data ........................................ Error! Bookmark not defined.
3.5.1 Sumber Data Primer .............................. Error! Bookmark not defined.
3.5.2 Sumber Data Sekunder .......................... Error! Bookmark not defined.
3.6 Instrumen Penelitian..................................... Error! Bookmark not defined.
3.6.1 Lembar Wawancara ............................... Error! Bookmark not defined.
3.6.2 Lembar Observasi .................................. Error! Bookmark not defined.
3.7 Prosedur Penelitian....................................... Error! Bookmark not defined.
ii
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.8 Teknik Analisis Data .................................... Error! Bookmark not defined.
3.9 Uji Keabsahan Data...................................... Error! Bookmark not defined.
3.9.1. Membercheck ....................................... Error! Bookmark not defined.
3.10 Pertanyaan penelitian ................................. Error! Bookmark not defined.
BAB IV TEMUAN DAN PEMBAHASAN ............. Error! Bookmark not defined.
4.1 Gambaran Umum PT. Sembilan Matahari ... Error! Bookmark not defined.
4.1.1 Profil PT. Sembilan Matahari ................ Error! Bookmark not defined.
4.1.2 Logo PT. Sembilan Matahari................. Error! Bookmark not defined.
4.1.3 Struktur Organisasi ................................ Error! Bookmark not defined.
4.1.4 Karya...................................................... Error! Bookmark not defined.
4.1.5 Penghargaan........................................... Error! Bookmark not defined.
4.2 Profil Informan ............................................. Error! Bookmark not defined.
4.2.1 Profil Informan Utama........................... Error! Bookmark not defined.
4.2.2 Profil Informan Pendukung ................... Error! Bookmark not defined.
4.3 Deskripsi Hasil Penelitian ............................ Error! Bookmark not defined.
4.3.1 Perencanaan dan Manajemen Humas Pemasaran . Error! Bookmark not
defined.
4.3.2 Hubungan Media ................................... Error! Bookmark not defined.
4.3.3 Publikasi ................................................ Error! Bookmark not defined.
4.3.4 Pubblic Affairs ....................................... Error! Bookmark not defined.
4.3.5 Sponsorship............................................ Error! Bookmark not defined.
4.3.6 Manajemen Event .................................. Error! Bookmark not defined.
BAB V SIMPULAN, IMPLIKASI DAN REKOMENDASI .....Error! Bookmark
not defined.
5.1 Simpulan....................................................... Error! Bookmark not defined.
5.2 Implikasi Penelitian ...................................... Error! Bookmark not defined.
5.3 Rekomendasi ................................................ Error! Bookmark not defined.
DAFTAR PUSTAKA ................................................ Error! Bookmark not defined.
LAMPIRAN............................................................... Error! Bookmark not defined.
iii
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 2.1 Penelitian Terdahulu .............................................................................42
Tabel 3.1 Informan Utama ....................................................................................49
Tabel 3.2 Informan Pendukung .............................................................................50
Tabel 3.3 Pertanyaan Penelitian ............................................................................58
Tabel 4.1 Temuan Manajemen Isu ........................................................................78
Tabel 4.2 Temuan Perencanaan dan Pemrograman ..............................................82
Tabel 4.3 Temuan Aksi dan Komunikasi .............................................................90
Tabel 4.4 Evaluasi .................................................................................................95
Tabel 4.5 Perbandingan Manajemen Humas Pemasaran ......................................95
Tabel 4.6 Pemetaan Media dalam Promosi Film Airis .......................................101
Tabel 4.7 Perbandingan Hubungan Media ..........................................................111
Tabel 4.8 Temuan Hubungan Media ...................................................................112
Tabel 4.9 Perbandingan Publikasi .......................................................................119
Tabel 4.10 Temuan Publikasi .............................................................................120
Tabel 4.11 Perbandingan Public affairs ..............................................................131
Tabel 4.12 Temuan Public affairs ......................................................................131
Tabel 4.13 Perbandingan Sponsorship ................................................................136
Tabel 4.14 Temuan Sponsorship .........................................................................136
Tabel 4.15 Perbandingan Manajemen Event .......................................................141
Tabel 4.16 Temuan Manajemen Event ...............................................................141
iv
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 2.1 Publik Untuk Lembaga Seni Menurut Tench dan Yeoman ..............11
Gambar 2.2 Taktik Hubungan Masyarakat Pemasaran .........................................14
Gambar 4.1. Logo PT. Sembilan Matahari .................................................................65
Gambar 4.2 Struktur Organisasi PT. Sembilan Matahari .............................................66
Gambar 4.3 Jadwal Program Komunikasi ..................................................................82
Gambar 4.4 Rincian Program Komunikasi .................................................................82
Gambar 4.5 Berita Terkait Kampanye Komunikasi ...........................................107
Gambar 4.6 Digital Poster ......................................................................................116
Gambar 4.7 Foto Pemeran Film ..............................................................................117
Gambar 4.8 Poster Film Cin(T)a .............................................................................117
Gambar 4.9 Twibon Dukungan di Media Sosial .......................................................118
Gambar 4.10 Dokumentas Acara 1000 Wajah Bandung ............................................125
Gambar 4.11 Open Casting 40 Days in Europe ........................................................139
v
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1. Matriks Perbandingan Informan Utama ..........................................152
Lampiran 2. Transkrip Wawancara Informan Utama .........................................156
Lampiran 3. Transkrip Wawancara Informan Pendukung ..................................197
Lampiran 4. Riwayat Hidup ................................................................................220
Lampiran 5. Tabel Cek Plagiarisme.....................................................................222
Lampiran 6. Membercheck ..................................................................................237
vi
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
7
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
LEMBAR PENGESAHAN ...................................... Error! Bookmark not defined.
PERNYATAAN KEASLIAN SKRIPSI.................. Error! Bookmark not defined.
KATA PENGANTAR............................................... Error! Bookmark not defined.
UCAPAN TERIMA KASIH .................................... Error! Bookmark not defined.
ABSTRAK ................................................................. Error! Bookmark not defined.
ABSTRACT ............................................................... Error! Bookmark not defined.
DAFTAR ISI............................................................................................................i
DAFTAR TABEL .................................................................................................iv
DAFTAR GAMBAR..............................................................................................v
DAFTAR LAMPIRAN .........................................................................................vi
BAB I PENDAHULUAN .......................................... Error! Bookmark not defined.
1.1 Latar Belakang Masalah ............................... Error! Bookmark not defined.
1.2 Rumusan Masalah ........................................ Error! Bookmark not defined.
1.3 Tujuan Penelitian.......................................... Error! Bookmark not defined.
1.4 Manfaat Penelitian........................................ Error! Bookmark not defined.
1.5 Struktur Organisasi Skripsi .......................... Error! Bookmark not defined.
BAB II TINJAUAN PUSTAKA .............................. Error! Bookmark not defined.
2.1 Hubungan Masyarakat Pemasaran dalam Film ........... Error! Bookmark not
defined.
2.1.1 Publik untuk lembaga seni ..................... Error! Bookmark not defined.
2.1.2 Pra produksi ........................................... Error! Bookmark not defined.
2.1.3 Produksi ................................................. Error! Bookmark not defined.
2.1.4 Pasca produksi ....................................... Error! Bookmark not defined.
2.2 Hubungan Masyarakat Pemasaran ............... Error! Bookmark not defined.
2.2.1 Pengertian Hubungan Masyarakat Pemasaran...... Error! Bookmark not
defined.
2.2.2 Taktik Marketing Hubungan masyarakat ............. Error! Bookmark not
defined.
2.2.3 Peranan Hubungan Masyarakat Pemasaran .......... Error! Bookmark not
defined.
i
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.2.4 Faktor-faktor Penyebab Dibutuhkannya Strategi Humas Pemasaran
........................................................................ Error! Bookmark not defined.
2.2.5 Ruang Lingkup Hubungan Masyarakat Pemasaran.....Error! Bookmark
not defined.
2.3 Strategi Hubungan Masyarakat Pemasaran . Error! Bookmark not defined.
2.3.1 Perencanaan dan Manajemen Humas Pemasaran . Error! Bookmark not
defined.
2.3.2 Hubungan Media ................................... Error! Bookmark not defined.
2.3.3 Publikasi ................................................ Error! Bookmark not defined.
2.3.4 Public affairs ......................................... Error! Bookmark not defined.
2.3.5 Sponsorship............................................ Error! Bookmark not defined.
2.3.6 Manajemen Event .................................. Error! Bookmark not defined.
2.4 Kerangka Berpikir ........................................ Error! Bookmark not defined.
2.5 Penelitian Terdahulu .................................... Error! Bookmark not defined.
BAB III METODE PENELITIAN .......................... Error! Bookmark not defined.
3.1 Desain Penelitian .......................................... Error! Bookmark not defined.
3.1.1 Pendekatan Penelitian ............................ Error! Bookmark not defined.
3.1.2 Metode Penelitian .................................. Error! Bookmark not defined.
3.1.3 Strategi Penelitian .................................. Error! Bookmark not defined.
3.2 Partisipan dan Tempat Penelitian ................. Error! Bookmark not defined.
3.2.1 Partisipan Penelitian .............................. Error! Bookmark not defined.
3.3 Tempat Penelitian ..................................... Error! Bookmark not defined.
3.4 Teknik Pengumpulan Data ........................... Error! Bookmark not defined.
3.4.1 Wawancara Mendalam (In-Dept Interview) ......... Error! Bookmark not
defined.
3.4.2 Metode Observasi (Pengamatan) ........... Error! Bookmark not defined.
3.5 Jenis Sumber Data ........................................ Error! Bookmark not defined.
3.5.1 Sumber Data Primer .............................. Error! Bookmark not defined.
3.5.2 Sumber Data Sekunder .......................... Error! Bookmark not defined.
3.6 Instrumen Penelitian..................................... Error! Bookmark not defined.
3.6.1 Lembar Wawancara ............................... Error! Bookmark not defined.
3.6.2 Lembar Observasi .................................. Error! Bookmark not defined.
3.7 Prosedur Penelitian....................................... Error! Bookmark not defined.
ii
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.8 Teknik Analisis Data .................................... Error! Bookmark not defined.
3.9 Uji Keabsahan Data...................................... Error! Bookmark not defined.
3.9.1. Membercheck ....................................... Error! Bookmark not defined.
3.10 Pertanyaan penelitian ................................. Error! Bookmark not defined.
BAB IV TEMUAN DAN PEMBAHASAN ............. Error! Bookmark not defined.
4.1 Gambaran Umum PT. Sembilan Matahari ... Error! Bookmark not defined.
4.1.1 Profil PT. Sembilan Matahari ................ Error! Bookmark not defined.
4.1.2 Logo PT. Sembilan Matahari................. Error! Bookmark not defined.
4.1.3 Struktur Organisasi ................................ Error! Bookmark not defined.
4.1.4 Karya...................................................... Error! Bookmark not defined.
4.1.5 Penghargaan........................................... Error! Bookmark not defined.
4.2 Profil Informan ............................................. Error! Bookmark not defined.
4.2.1 Profil Informan Utama........................... Error! Bookmark not defined.
4.2.2 Profil Informan Pendukung ................... Error! Bookmark not defined.
4.3 Deskripsi Hasil Penelitian ............................ Error! Bookmark not defined.
4.3.1 Perencanaan dan Manajemen Humas Pemasaran . Error! Bookmark not
defined.
4.3.2 Hubungan Media ................................... Error! Bookmark not defined.
4.3.3 Publikasi ................................................ Error! Bookmark not defined.
4.3.4 Pubblic Affairs ....................................... Error! Bookmark not defined.
4.3.5 Sponsorship............................................ Error! Bookmark not defined.
4.3.6 Manajemen Event .................................. Error! Bookmark not defined.
BAB V SIMPULAN, IMPLIKASI DAN REKOMENDASI .....Error! Bookmark
not defined.
5.1 Simpulan....................................................... Error! Bookmark not defined.
5.2 Implikasi Penelitian ...................................... Error! Bookmark not defined.
5.3 Rekomendasi ................................................ Error! Bookmark not defined.
DAFTAR PUSTAKA ................................................ Error! Bookmark not defined.
LAMPIRAN............................................................... Error! Bookmark not defined.
iii
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 2.1 Penelitian Terdahulu .............................................................................42
Tabel 3.1 Informan Utama ....................................................................................49
Tabel 3.2 Informan Pendukung .............................................................................50
Tabel 3.3 Pertanyaan Penelitian ............................................................................58
Tabel 4.1 Temuan Manajemen Isu ........................................................................78
Tabel 4.2 Temuan Perencanaan dan Pemrograman ..............................................82
Tabel 4.3 Temuan Aksi dan Komunikasi .............................................................90
Tabel 4.4 Evaluasi .................................................................................................95
Tabel 4.5 Perbandingan Manajemen Humas Pemasaran ......................................95
Tabel 4.6 Pemetaan Media dalam Promosi Film Airis .......................................101
Tabel 4.7 Perbandingan Hubungan Media ..........................................................111
Tabel 4.8 Temuan Hubungan Media ...................................................................112
Tabel 4.9 Perbandingan Publikasi .......................................................................119
Tabel 4.10 Temuan Publikasi .............................................................................120
Tabel 4.11 Perbandingan Public affairs ..............................................................131
Tabel 4.12 Temuan Public affairs ......................................................................131
Tabel 4.13 Perbandingan Sponsorship ................................................................136
Tabel 4.14 Temuan Sponsorship .........................................................................136
Tabel 4.15 Perbandingan Manajemen Event .......................................................141
Tabel 4.16 Temuan Manajemen Event ...............................................................141
iv
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 2.1 Publik Untuk Lembaga Seni Menurut Tench dan Yeoman ..............11
Gambar 2.2 Taktik Hubungan Masyarakat Pemasaran .........................................14
Gambar 4.1. Logo PT. Sembilan Matahari .................................................................65
Gambar 4.2 Struktur Organisasi PT. Sembilan Matahari .............................................66
Gambar 4.3 Jadwal Program Komunikasi ..................................................................82
Gambar 4.4 Rincian Program Komunikasi .................................................................82
Gambar 4.5 Berita Terkait Kampanye Komunikasi ...........................................107
Gambar 4.6 Digital Poster ......................................................................................116
Gambar 4.7 Foto Pemeran Film ..............................................................................117
Gambar 4.8 Poster Film Cin(T)a .............................................................................117
Gambar 4.9 Twibon Dukungan di Media Sosial .......................................................118
Gambar 4.10 Dokumentas Acara 1000 Wajah Bandung ............................................125
Gambar 4.11 Open Casting 40 Days in Europe ........................................................139
v
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
Lampiran 1. Matriks Perbandingan Informan Utama ..........................................152
Lampiran 2. Transkrip Wawancara Informan Utama .........................................156
Lampiran 3. Transkrip Wawancara Informan Pendukung ..................................197
Lampiran 4. Riwayat Hidup ................................................................................220
Lampiran 5. Tabel Cek Plagiarisme.....................................................................222
Lampiran 6. Membercheck ..................................................................................237
vi
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
7
Geby Bayuningtyas, 2016
STRATEGI HUBUNGAN MASYARAKAT PEMASARAN D ALAM PROMOSI FILM
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu