CINDRAKASIH, RR. ROOSITA (2015) STRATEGI PROMOSI PT. SYNTHESIS KARYA PRATAMA DALAM MENINGKATKAN PENJUALAN (STUDI KASUS PADA PENJUALAN UNIT APARTEMEN BASSURA CITY TAHUN 2013). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini meneliti tentang strategi komunikasi promosi yang diterapkan oleh PT. Synthesis Karya Pratama ( Synthesis Development ) dalam memasarkan unit Apartemen Bassura City kepada konsumen masyarakat luas. Peneliti tertarik untuk mengangkat tema penelitian ini dikarenakan PT. Synthesis Karya Pratama dengan produknya Bassura City yang merupakan produk baru ditengah persaingan sangat ketat dapat bertahan dalam pemasaran produk perumahan diantara para developer property . Hal ini ditunjukkan oleh persaingan promosi yang cukup gencar dilakukan oleh para pengembang melalui penggunaan berbagai media promosi baik secara ekstensif maupun intensif dan Bassura City hadir mengambil sebagian pangsa pasar yang ada. Adapun strategi komunikasi promosi yang dilakukan oleh Bassura City adalah dengan Periklanan ( Advertizing ), Sales Promotion , dan Getok Tular ( Word Of Mouth ) untuk memperkenalkan, memasarkan, dan meningkatkan penjualan. Penelitian ini mempergunakan metode penelitian kualitatif yang secara spesifik lebih diarahkan kepada penggunaan metode studi kasus. Dimana tahap pengumpulan data dengan menggunakan data primer melalui wawancara mendalam dan observasi dan kemudian data sekunder melalui media perantara berupa arsip dan dokumen dari Bassura City. Hasil penelitian mengungkapkan bahwa strategi komunikasi promosi yang dijalankan adalah melalui Periklanan ( Advertizing ), Sales Promotion , dan Getok Tular ( Word Of Mouth ) dengan melaksanakan program dan kegiatan event yang berperan dalam memperkenalkan, memasarkan, dan meningkatkan penjualan Apartemen Bassura City di konsumen masyarakat luas. Kata Kunci : Strategi Komunikasi Promosi, Marketing Plan, Media Promosi, Sales Promotion, Getok Tular, Penjualan. This study examines the promotional communications strategy adopted by the PT. Pr. Synthesis Karya Pratama (Synthesis Development) in marketing unit apartment Bassura City to the consumer public. Researchers interested in the theme of this research theme due to PT. Synthesis Karya Pratama with products Bassura City which is a new product amid tight competition can survive in the marketing of residential products among property developers. This is shown by a fairly vigorous promotion of competition conducted by the developers through the use of various media campaigns both extensively and intensively and present Bassura City take some market share there. The communication strategy Bassura City is to use with Advertising, Sales Promotion, and Word Of Mouth to introduce, create market, and increase sales. The study was a qualitative research methods more specifically directed to the use of the case study method. Where the data collection phase by using primary data through in-depth interviews and observations and then the secondary data through intermediaries such as media files and documents from Bassura City. The Results of the study revealed that the promotional communications strategy implemented is through Advertising (advertizing), Sales Promotion, and word of mouth (Word Of Mouth) to implementing programs and activities that play a role in introduce, Create market, and increase sales Bassura City Apartment in consumer . Key words : Promotion of Communication Strategy, Marketing Plan, Media Promotion, Sales Promotion, word of mouth, Sales.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-15-044 |
| Call Number: | 52/CMC/2015/003 |
| NIM/NIDN Creators: | 55212120023 |
| Uncontrolled Keywords: | promosi; media; gethuk tular; CMC, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Rokhyudi |
| Date Deposited: | 26 Jul 2018 07:22 |
| Last Modified: | 23 Jun 2022 06:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/43828 |
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