AKTIVITAS PEMASARAN TERPADU BOOST O2 DI JAKARTA PADA MASA NEW NORMAL

KUSUMA, AMAR MARTA (2022) AKTIVITAS PEMASARAN TERPADU BOOST O2 DI JAKARTA PADA MASA NEW NORMAL. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Covid 19 menyulitkan untuk melakukan aktivitas olahraga, yang mendorong PT Oxygen Two Indonesia untuk menyusun skenario rencana integrasi komunikasi pemasaran yang belum terlaksana dengan baik. Beberapa strategi sudah dilakukan oleh perusahaan namun terdapat celah yang masih perlu diperbaiki sehingga Penelitian ini mencoba menerapkan penelitian kuantitatif dengan menganalisis menggunakanStrengths, Weaknesses, Opportunities, Threats (SWOT), melakukan penggalian informasi terhadap 10 key informan, dan melakukan wawancara mendalam dengan berbagai key informan Berdasarkan temuan Forum Group Discussion dan key informan, penulis sampai pada kesimpulan bahwa Boost O2 perlu menumbuhkan keanggotaan dan basis pelanggannya dengan menerapkan strategi komunikasi pemasaran terpadu dan melakukan upaya untuk mengembangkan produk dan layanan baru dalam menanggapi situasi pandemi. Analisis Strengths, Weaknesses, Opportunities, Threats mengungkapkan rencana inovasi produk dan peningkatan strategi komunikasi yang terintegrasi, selain strategi membina kerjasama yang kuat dan focus. Keberhasilan penjualan dapat dipengaruhi dengan pendekatan Strategi Quantitative Strategic Planning Matrix (QSPM) yang digunakan. Saran untuk peneliti selanjutnya agar melakukan penelitian dengan menggunakan objek industry lainnya dan pada situasi diluar pandemic untuk mendapatkan hasil yang berbeda.Implikasi manajerial bagi akademi, agar penelitian in dapat dijadikan rujukan dan masukan dalam penelitian lanjutan, sedangkan bagi manajemen penelitian ini dapat dijadikan masukan dan kebijakan terkait pentingnya pemasaran komunikasi yang terintegrasi. Kata Kunci: Strategi Komunikasi, Marketing Komunikasi Terintegrasi, Strength Weakness Opportunity Threat (SWOT), Quantitative Strategic Planing Matrix (QSPM), Boost O2 Covid 19 made it difficult to carry out sports activities, which prompted PT Oxygen Two Indonesia to develop a marketing communication integration plan that had not been implemented properly. Several strategies have been carried out by the company but there are gaps that still need to be improved so that this study tries to apply quantitative research by analyzing using Strengths, Weaknesses, Opportunities, Threats (SWOT), conducting interviews with 10 Key Informants, and conducting in-depth interviews with various 4 sources and 3 informants. Based on the findings of the Forum Group Discussion and Indeep Interview, the authors came to the conclusion that Boost O2 needs to grow its membership and customer base by implementing an integrated marketing communication strategy and making efforts to develop new products and services in response to the pandemic situation. Analysis of Strengths, Weaknesses, Opportunities, Threats reveals plans for product innovation and improvement of integrated communication strategies, in addition to strategies for fostering strong and focused collaboration. Sales success can be influenced by the Quantitative Strategic Planning Matrix (QSPM) approach used. Suggestions for further researchers to conduct research using other industrial objects and in situations outside the pandemic to get different results. The managerial implication for the academy is that this research can be used as a reference and input for further research, while for management this research can be used as input and policy regarding the importance of integrated communication marketing. Keyword: Communication Strategy, Integrated Communication Marketing, Strength Weakness Opportunity Threat (SWOT), Quantitative Strategic Planing Matrix (QSPM), Boost O2

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