HERYADI, GINA SALSABILA (2018) STRATEGI PROMOSI LOYALTY PROGRAM MY PERTAMINA YANG DILAKUKAN OLEH PT PERTAMINA (PERSERO) TAHUN 2018. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Marketing life has developed now, in every marketing campaign, the terms communication also commonly refers to promotional activity. To make promotional activity go according to plan, company/ organization needs to deploy a correct strategy. My Pertamina is a loyalty program that was inaugurated by PT Pertamina (Persero). The existence of a loyalty program is expected to meet customer needs. It is known that the strategy used is the marketing mix which includes advertising, sales promotion, personal selling, public relations and direct marketing. The paradigm used in this study is a constructivist paradigm with a qualitative approach that is temporary, and uses a case study method. The data collection technique of this research was in the form of in-depth interviews and observations, as well as collecting secondary data in the form of documents, pictures and photos from related parties. The result of this research is My Pertamina's strategy is divided into two parts, namely in terms of operations and marketing aspects. Keywords: Marketing, promotion, strategy, loyalty program Kehidupan pemasaran saat ini sudah berkembang pesat. Promosi merupakan hal yang sangat penting untuk memasarkan suatu produk agar pelanggan mengetahui bahwa produk tersebut layak untuk dibeli. Dibutuhkan suatu strategi yang matang untuk mempromosikan suatu produk. My Pertamina merupakan program loyalitas yang diresmikan oleh PT Pertamina (Persero). Adanya program loyalitas diharapkan mempu memenuhi kebutuhan pelanggan. Strategi yang dilakukan oleh PT Pertamina (Persero) dalam mempromosikan program My Pertamina yaitu dengan melakukan segmenting, targeting dan positioning, serta menerapkan promotion mix. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivis dengan pendekatan kualitatif yang bersifat sementara, serta menggunakan metode studi kasus. Teknik pengumpulan data penelitian ini berupa wawancara mendalam dan observasi, serta mengumpulkan data-data sekunder berupa dokumen-dokumen, gambar dan foto dari pihak-pihak terkait. Hasil dari penelitian ini adalah strategi My Pertamina dibagi menjadi dua bagian, yaitu dari segi operasi dan segi marketing. Kata kunci: Pemasaran, Promosi, Strategi, Program Loyalitas
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