STRATEGI KOMUNIKASI PEMASARAN PADA NICHE MARKET (Studi Kasus di Perusahaan Penerbangan Komersial Non-Reguler PT.ETA-Premiair)

MASENGI, LISA CYSCANA (2009) STRATEGI KOMUNIKASI PEMASARAN PADA NICHE MARKET (Studi Kasus di Perusahaan Penerbangan Komersial Non-Reguler PT.ETA-Premiair). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Marketing communications has a very vital role for marketing of " product or service, also for aircraft charter company. The marketing communications elements which are often used are: advertising, personal selling, direct marketing and public relations or are commonly called as marketing communications mix. Marketing communications strategy for a niche product/service must be well designed in order to deliver a message to its highly segmented audiences. Niche product/service must satisfy its customers' need to be succeeded in the market. This research attempts to discuss strategy, reasons and implementation of various elements of marketing communications mix by studying the case of PT. ETA-Premiair. In order to discuss the matter, case study research method is used with data collection through interview, non-participative observation and documentation, by using data analysis technique of pattern matching supplemented with qualitative-descriptive analysis based on SOSTAC model. The result of study case generally indicates that there is compatibility between conceptual patterns based on empirical case study, both regarding the organization profile of PT. ETA-Premiair as a whole and specifically marketing communications strategy of PT. ETA-Premiair. From compatibility of patterns we obtain the major conclusion, Premiair’s marketing communicationss strategy concentrates on Brand Building and Revenue Increase with limited budget for advertising and promotion. Advertising is considered not too necessary as Premiair’s target market is a niche market which is a very highly segmented market. Sales Promotion is also not giving too much influence on Premiair’s customers as bonus or discount do not affect the customers. Customers’ priority is the prestige not the price. However personal selling is very effective after exposing potential market with public relations campaign. Komunikasi pemasaran memiliki peran sangat vital bagi pemasaran suatu produk atau jasa, tak terkecuali jasa penerbangan komersial non-reguler. Elemen-elemen komunikasi pemasaran yang sering digunakan antara lain: advertising, sales promotion, personal selling, direct marketing and publicity yang lazim disebut marketing communications mix. Strategi komunikasi pemasaran untuk niche product harus disesuaikan agar pesan yang disampaikan bisa sampai sesuai ke khalayak sasaran yang terbatas tersebut. Selain itu, suatu produk yang niche harus dapat memuaskan konsumennya agar dapat berhasil di pasarnya Penelitian ini berusaha membahas strategi, alasan-alasan dan pelaksanaan berbagai elemen marketing communications mix itu dengan mengambil obyek penelitian PT. Ekspres Transportasi Antarbenua - Premiair Untuk sampai pada pembahasan tersebut digunakan metode penelitian studi kasus dengan teknik pengumpulan data: wawancara, observasi dan dokumentasi, dengan teknik analisis data mnggunakan analisis data perjodohan pola (pattern matching yang di analisis secara kualitatif-deskriptif berdasarkan model SOSTAC. Hasil studi kasus secara umum menunjukkan kesesuaian antara pola-pola konseptual yang diprediksikan berdasarkan teori-teori yang relevan dengan pola-pola temuan empirik studi kasus, baik yang menyangkut profil organisasi PT ETA-Premiair secara keseluruhan maupun yang spesifik mengenai komunikasi pemasaran PT. ETA-Premiair. Dari kesesuaian pola-pola tersebut diperoleh kesimpulan pokok, yakni: strategi komunikasi pemasarannya PT Premiair menekankan pada Brand Building dan Peningkatan Revenue dengan budget belanja iklan dan promosi yang terbatas. Iklan dirasakan tidak terlalu perlu karena pangsa pasar PT Premiair adalah nieche market atau pasar ceruk yang terdiri dari kalangan terbatas, jadi tidak dirasakan terlalu perlu untuk memasang iklan di media massa. Sedangkan sales promotion atau promosi penjualan juga tidak akan terlalu berpengaruh terhadap pelanggan PT Premiair karena pelanggan PT Premiair terdiri dari kalangan atas dimana potongan harga atau bonus tidaklah terlalu penting. Pelanggan lebih mementingkan prestige daripada harga. Penjualan Personal atau penjualan pribadi dianggap sangat efektif setelah calon pelanggan diterpa oleh berbagai kampanye public relations.

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