DIRGANTARA, HERBY RAGANATA (2025) KOMUNIKASI KREATIF BAGI PROMOSI PENJUALAN ROKOK GUDANG GARAM DALAM PERSPEKTIF AGENCY (Studi Kasus Pasca Kenaikan Cukai di Jakarta Tahun 2024). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (561kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (518kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (362kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (146kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (32kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (165kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (725kB) |
Abstract
The increase in cigarette excise in 2024 has had a significant impact on the dynamics of cigarette marketing and sales in Indonesia, particularly in Jakarta. This study aims to analyze the creative communication strategies implemented in the promotion of Gudang Garam cigarettes from the perspective of advertising agencies, as well as to examine how these strategies are able to maintain sales performance following the price increase. This qualitative research employs a case study method, using in-depth interviews as the primary technique for obtaining data from several Gudang Garam agencies. As analytical tools, the study applies Symbolic Convergence Theory, which emphasizes the creation of shared meaning between the brand and its audience; Creative Communication Theory, which focuses on delivering innovative and relevant messages; and Marketing Theory, which outlines strategies to maintain competitiveness. The findings reveal three key points: First, the active role of agencies is a crucial factor in developing adaptive communication strategies, ranging from creative visual approaches at the point of sale, emotional narratives aligned with consumer perceptions, to the optimization of relationship-based promotions with retailers. Second, reward programs, direct gifts, store incentives, economic pricing, and local promotions effectively sustain consumer loyalty and sales stability by providing added value for consumers while motivating retailers in price-sensitive market segments. Third, efforts such as educating about legal cigarettes and providing store training strengthen Gudang Garam’s positive image, enhance retailer capabilities, and support business sustainability by reducing the circulation of illegal cigarettes. Keywords: creative communication, tobacco excise, promotional strategy, agency, Gudang Garam Kenaikan cukai rokok pada tahun 2024 memberikan dampak signifikan terhadap dinamika pemasaran dan penjualan rokok di Indonesia, khususnya di Jakarta. Penelitian ini bertujuan untuk menganalisis strategi komunikasi kreatif yang diterapkan dalam promosi penjualan rokok Gudang Garam melalui perspektif agensi periklanan, serta menelaah bagaimana strategi tersebut mampu menjaga kinerja penjualan pasca kenaikan harga. Penelitian kualitatif ini menggunakan metode studi kasus, dengan wawancara mendalam sebagai teknik mendapatkan data primer dari beberapa agensi rokok Gudang Garam Sebagai alat analisis, digunakan Teori Konvergensi Simbolik yang menekankan pembentukan makna bersama antara brand dan audiens, Teori Komunikasi Kreatif yang memfokuskan pada penyampaian pesan inovatif dan relevan, serta Teori Pemasaran yang menguraikan strategi untuk mempertahankan daya saing. Hasilnya yaitu, komunikasi kreatif bagi promosi penjualan rokok Gudang Garam dalam perspektif agency yaitu: Satu, terletak pada peran aktif agensi yang menjadi faktor kunci dalam mengembangkan strategi komunikasi yang adaptif, mulai dari pendekatan visual kreatif di area penjualan, narasi emosional yang selaras dengan persepsi konsumen, hingga optimalisasi promosi berbasis hubungan personal dengan retailer. Dua, program reward, hadiah langsung, insentif toko, harga ekonomis, dan promo lokal efektif menjaga loyalitas serta stabilitas penjualan dengan memberi nilai tambah bagi konsumen sekaligus memotivasi toko di segmen pasar sensitif harga. Tiga, upaya edukasi rokok legal dan pembinaan toko memperkuat citra positif Gudang Garam, meningkatkan kapabilitas retailer, serta mendukung keberlanjutan usaha dengan mengurangi peredaran rokok ilegal. Kata kunci: komunikasi kreatif, cukai rokok, strategi promosi, agency, Gudang Garam
Actions (login required)
 |
View Item |
