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PELAKSANAAN STRATEGI PROMOSI PT. INTI DAYA GUNA ANEKA WARNA
DALAM MENINGKATKAN BRANDING PRODUK
(Studi pada Marketing Komunikasi PT.INDANA Kota Malang)
Disusun Oleh:
Ahmad Irso Kubangun
201210040311380
Dosen Pembimbing
1. Sugeng Winarno, S.Sos, MA
2. Nurudin, M.Si
ILMU KOMUNIKASI
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS MUHAMMADIYAH MALANG
2017
DAFTAR ISI
BAB 1 ........................................................................................................................................1
PENDAHULUAN ....................................................................................................................1
1.1 Latar Belakang .....................................................................................................................1
1.2 Rumusan Masalah ................................................................................................................6
1.3 Tujuan Penelitian .................................................................................................................6
1.4 Manfaat Penelitian ...............................................................................................................6
1.4.1 Manfaat Akademis .........................................................................................................6
1.4.2 Manfaat Praktis ..............................................................................................................7
BAB II .......................................................................................................................................8
TINJAUAN PUSTAKA ...........................................................................................................8
2.1 KOMUNIKASI ..................................................................................................................8
2.1.1 Pengertian Komunikasi .....................................................................................................8
2.1.2 Unsur Komunikasi ..........................................................................................................10
2.2 KOMUNIKASI PEMASARAN ......................................................................................10
2.2.1 Komunikasi Pemasaran Terpadu .....................................................................................12
2.2.2 Ciri-Ciri Komunikasi Pemasaran Terpadu ......................................................................14
2.2.3 Pasar Sasaran ...................................................................................................................15
2.3 STRATEGI .......................................................................................................................16
2.3.1 Pengertian Strategi ..........................................................................................................16
2.3.2 Ciri-Ciri Strategi .............................................................................................................17
2.3.3 Pull Strategi, Push Strategi dan Pass Strategi ..................................................................19
2.4 PROMOSI ........................................................................................................................25
2.4.1 Strategi Promosi ..............................................................................................................27
2.4.2 Kegiatan Promosi Perusahaan .........................................................................................28
2.5 PENELITIAN TERDAHULU ........................................................................................28
BAB III ....................................................................................................................................31
METODE PENELITIAN ......................................................................................................31
3.1 Pendekatan Penelitian ........................................................................................................31
3.2 Tipe dan Dasar Penelitian ...................................................................................................31
3.3 Tempat dan Waktu Penelitian .............................................................................................32
3.4 Sumber Data .......................................................................................................................32
3.5 Teknik Pengumpulan Data .................................................................................................33
3.6 Teknik Analisis Data ..........................................................................................................34
3.7 Uji Validitas Data ...............................................................................................................35
BAB IV ....................................................................................................................................36
GAMBARAN UMUM PT.INDANA ....................................................................................36
A. Profil PT.INDANA ...........................................................................................................36
B. Visi, Misi dan Moto ..........................................................................................................37
C. Struktur Organisasi PT.INDANA .....................................................................................40
BAB V .....................................................................................................................................41
HASIL DAN PEMBAHASAN ..............................................................................................41
5.1 Identitas Subjek Penelitian .................................................................................................43
5.1.1 Subjek Penelitian 1 ..........................................................................................................43
5.1.2 Informan 1 .......................................................................................................................43
5.1.3 Informan 2 .......................................................................................................................44
5.1.4 Informan 3 .......................................................................................................................44
5.1.5 Informan 4 .......................................................................................................................44
5.1.6 Informan 5 .......................................................................................................................44
5.1.7 Informan 6 .......................................................................................................................45
5.1.8 Informan 7 .......................................................................................................................45
5.2 Penyajian dan Analisis Data ...............................................................................................46
5.2.1 Bagaimana Pelaksanaan Strategi Promosi Marketing Komunikasi PT.INDANA dalam
Meningkatkan Branding Produk.....................................................................................46
5.2.2 Apa Saja Kegiatan Promosi yang Dilakukan Oleh Marketing Komunikasi
PT.INDANA.................................................................................................................49
5.2.3 Apakah Kegiatan Promosi yang Dilakukan tersebut Memiliki Peningkatan Branding
Produk ............................................................................................................................51
5.2.4 Apa Saja Jenis Produk yang Diproduksi oleh PT.INDANA ............................................53
5.2.5 Tempat atau Daerah Saja yang Menjadi Lokasi Distribusi Produk PT.INDANA............55
5.2.6 Pola Komunikasi yang Dilakukan Sesama Internal Perusahaan Dalam Menjalankan
Strategi Promosi …….....................................................................................................56
5.2.7 Target Audiance Marketing Komunikasi PT.INDANA dalam Menjalankan
Promosi ……..................................................................................................................58
5.2.8 Media Massa yang digunakan sebagai Alat Informasi dan Komunikasi dalam
Meningkatkan Promosi brand produk ............................................................................61
5.2.9 Kendala yang dihadapi oleh Marketing Komunikasi PT.INDANA Selama Menjalankan
Strategi Promosi .............................................................................................................64
5.2.10 Solusi atau Evaluasi yang dilakukan oleh Marketing Komunikasi dalam Mengatasi
Kendala Selama Menjalankan Promosi Produk ...........................................................65
BAB VI ....................................................................................................................................69
PENUTUP ..............................................................................................................................69
A. Kesimpulan .......................................................................................................................69
B. Saran .................................................................................................................................70
DAFTAR PUSTAKA ........................................................................................................... 71
LAMPIRAN
1. Draft Observasi
2. Draft Wawancara
3. Draft Dokumentasi
1
DAFTAR PUSTAKA
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4
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5
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