ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM EVENT DISCOVER RUN CITILINK

NABIEL, MUHAMMAD (2026) ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM EVENT DISCOVER RUN CITILINK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasing competition in the airline industry encourages companies to implement effective marketing communication strategies to build brand image and enhance consumer engagement. PT Citilink Indonesia utilized the Discover Run 2025 Event as an implementation of its Integrated Marketing Communication (IMC) strategy. This study aims to analyze the Integrated Marketing Communication strategy implemented by PT Citilink Indonesia in the Discover Run 2025 Event. The study employs Don E. Schultz's Integrated Marketing Communication (IMC) Theory as the primary theoretical framework, supported by the concepts of Corporate Communication and Marketing Communication. This research adopts a qualitative approach using a case study method. Data were collected through interviews, observations, documentation, and literature review, and were analyzed using the Miles and Huberman data analysis model. The validity of the data was ensured through source triangulation. The findings indicate that PT Citilink Indonesia successfully implemented an integrated IMC strategy through advertising, sales promotion, public relations, direct and digital marketing, personal selling, and event marketing. These strategies effectively increased brand awareness, strengthened participants' emotional engagement, reinforced Citilink's brand image as an airline that supports sports tourism and a healthy lifestyle, and expanded brand message dissemination through digital media. Therefore, the Integrated Marketing Communication strategy implemented in the Discover Run 2025 Event is considered effective in supporting PT Citilink Indonesia's marketing communication objectives. Keywords: Integrated Marketing Communication, Event Marketing, Discover Run 2025, Citilink Indonesia, Marketing Communication. Persaingan industri penerbangan mendorong perusahaan untuk menerapkan strategi komunikasi pemasaran yang efektif dalam membangun citra merek dan meningkatkan keterlibatan konsumen. PT Citilink Indonesia memanfaatkan Event Discover Run 2025 sebagai implementasi strategi Integrated Marketing Communication (IMC). Penelitian ini bertujuan untuk menganalisis strategi IMC PT Citilink Indonesia pada Event Discover Run 2025. Penelitian ini menggunakan Teori Integrated Marketing Communication (IMC) Don E. Schultz sebagai teori utama yang didukung oleh konsep Corporate Communication dan Komunikasi Pemasaran. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara, observasi, dokumentasi, dan studi pustaka, kemudian dianalisis menggunakan model Miles dan Huberman dengan uji keabsahan data melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa PT Citilink Indonesia berhasil menerapkan strategi IMC melalui advertising, sales promotion, public relations, direct and digital marketing, personal selling, serta event marketing secara terintegrasi. Strategi tersebut mampu meningkatkan brand awareness, membangun emotional engagement dengan peserta, memperkuat citra Citilink sebagai maskapai yang mendukung sport tourism dan gaya hidup sehat, serta memperluas penyebaran pesan merek melalui media digital. Dengan demikian, strategi IMC yang diterapkan pada Event Discover Run 2025 dinilai efektif dalam mendukung tujuan komunikasi pemasaran PT Citilink Indonesia. Kata Kunci: Integrated Marketing Communication, Event Marketing, Discover Run 2025, Citilink Indonesia, Komunikasi Pemasaran.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44522010020
Uncontrolled Keywords:	Integrated Marketing Communication, Event Marketing, Discover Run 2025, Citilink Indonesia, Komunikasi Pemasaran.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	09 Sep 2026 03:47
Last Modified:	09 Sep 2026 03:47
URI:	http://repository.mercubuana.ac.id/id/eprint/103736

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