PRIHATNA, KUSUMAH ARIF (2017) RASIONALISASI MEDIA DIGITAL DALAM PENGEMBANGAN POTENSI PASAR CIRENG SALJU. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT Digital media is a form of technological advance that companies can use to reach customers. This research aims to analyze, describe, and explain the rationalization of various digital media usage in an integrated manner as a means of marketing communication in an effort to develop the market potential of a product. The research was conducted on the development of Cireng Salju market potential with Qualitative approach and Post-positivist paradigm and using Case Study method. Researchers dig the data using Purposive Sampling where the unit of analysis is the user of digital media and observation unit is digital media. This study resulted in the discovery that digital media have their respective roles as marketing communication means and are used in an integrated way to provide information and attract customers to cooperate with companies as distributors, agents, and resellers to support the development of Cireng Salju market potential. Keywords: rationalization, digital media, marketing communication, market development, Cireng Salju ABSTRAK Media digital merupakan suatu bentuk kemajuan teknologi yang dapat dimanfaatkan perusahaan untuk menjangkau pelanggan. Penelitian ini bertujuan untuk menganalisis, menjabarkan, dan menjelaskan rasionalisasi penggunaan berbagai media digital secara terpadu sebagai sarana komunikasi pemasaran dalam upaya pengembangan potensi pasar suatu produk. Penelitian dilakukan terhadap pengembangan potensi pasar Cireng Salju dengan pendekatan Kualitatif dan paradigma Post-positivist serta menggunakan metode Studi Kasus. Peneliti menggali data menggunakan Purposive Sampling dimana unit analisis adalah pengguna media digital dan unit amatan adalah media digital. Penelitian ini menghasilkan penemuan bahwa media digital mempunyai peranan masingmasing sebagai sarana komunikasi pemasaran dan digunakan secara terpadu dalam memberikan informasi serta menarik minat pelanggan untuk bekerja sama dengan perusahaan sebagai distributor, agen, dan reseller sehingga mendukung pengembangan potensi pasar Cireng Salju. Kata kunci: rasionalisasi, media digital, komunikasi pemasaran, pengembangan pasar, Cireng Salju
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/552. 18 015 |
| NIM/NIDN Creators: | 55215120012 |
| Uncontrolled Keywords: | rasionalisasi, media digital, komunikasi pemasaran, pengembangan pasar, Cireng Salju |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 09 Jul 2018 06:50 |
| Last Modified: | 26 Jul 2024 03:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/43584 |
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