ANSHARY, MERINA NURUL (2018) STRATEGI KOMUNIKASI PEMASARAN SALES MARKETING TV SWASTA DALAM MENARIK MINAT PENGIKLAN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Television is one of the favorite media for advertisers in Indonesia. Television media is a capital intensive, technology intensive and human resource intensive industry (Mulyadi, 2001: 11). Television is an attractive and appropriate choice because there is an element of entertainment and a wider range so that consumers can easily capture an advertised product and service. With the presence of mass television communication media, the ease of various kinds of information and entertainment needs can be felt by the public more effectively and efficiently. Television has a stronger persuasion power caused by audio elements in the form of sound, and visuals in the form of live images that create a deep impression on the viewer. The number of television stations in Indonesia makes these television companies have to make marketing strategies well in order to be able to compete with their competitors. MNCTV has been broadcasting nationally since 1990 under the name TPI. Although MNCTV has become a market leader in the television industry, the presence of other private television stations poses a serious threat to MNCTV. Related to the existence of these problems, making a strategy is a very important factor in many ways, in order to achieve the goals set, the strategy must be a strategy that can truly be effective not only conceptually but also operationally. Based on the explanation above, the researcher wants to study and explore what strategies are carried out by Private TV sales marketing employees and the object of research is MNCTV. This study uses the IMC (Integrated Marketing Communication) theory by Schultz through the case study method with a qualitative approach. The results of this study obtained by researchers through observation and interviews show that some marketing communication strategies undertaken by MNCTV are part of the theory (Integrated Marketing Communication) of personal selling, sales promotion, direct marketing, advertising, publicity, and annual events. Researchers obtain data through observation and in-depth interviews can be seen that some marketing communication strategies undertaken by MNCTV are part of the theory of (Integrated Marketing Communication) personal selling, sales promotion, direct marketing, advertising, publicity, and annual events, but from several points The strategy that is most strongly carried out by MNCTV sales marketing is personal selling and sales promotion. Keywords: Communication Strategy, IMC, Marketing Communication, Corporate Communication. Televisi merupakan salah satu media terfavorit bagi para pemasang iklan di Indonesia. Media televisi merupakan industri yang padat modal, padat teknologi dan padat sumber daya manusia (Mulyadi ,2001:11). Televisi merupakan pilihan yang menarik dan tepat karena ada unsur hiburan dan jangkaunanya lebih luas sehingga konsumen dapat dengan mudah menangkap suatu produk dan jasa yang diiklankan. Dengan hadirnya media komunikasi massa televisi, kemudahan berbagai macam kebutuhan akan informasi dan hiburan pun dapat dirasakan oleh masyarakat secara lebih efektif dan efisien. Televisi memiliki daya persuasi yang lebih kuat disebabkan oleh unsur-unsur audio yang berupa suara, dan visual yang berupa gambar hidup yang menimbulkan kesan mendalam pada pemirsanya. Banyaknya stasiun televisi yang ada di Indonesia ini membuat perusahaan-perusahaan televisi tersebut harus membuat strategi pemasarannya dengan baik agar mampu bersaing dengan para kompetitor mereka. MNCTV bersiaran secara nasional sejak 1990 dengan nama TPI. Walaupun MNCTV sudah menjadi market leader pada industri pertelevisian, namun kehadiran stasiun-stasiun televisi swasta lain menjadi ancaman serius bagi MNCTV. Terkait adanya masalah tersebut, membuat strategi merupakan faktor yang sangat penting dalam berbagai hal, guna mencapai tujuan yang ditetapkan, startegi tersebut haruslah merupakan strategi yang benar-benar bisa berjalan efektif tidak hanya secara konseptual melainkan juga secara operasional. Berdasarkan pemaparan diatas, peneliti ingin mengkaji dan dan mendalami apa saja strategi yang dilakukan oleh karyawan sales marketing TV Swasta d yang menjadi objek penelitian peneliti adalah MNCTV. Penelitian ini menggunakan teori IMC (Integrated Marketing Communication) oleh Schultz melalui metode studi kasus dengan pendekatan kualitatif. , Hasil penelitian ini yang didapatkan peneliti melalui observasi dan wawancara menunjukkan bahwa beberapa strategi komunikasi pemasaran yang dilakukan MNCTV merupakan bagian dari teori (Integrated Marketing Communication) personal selling, sales promotion, direct marketing, advertising, publicity ,serta event-event tahunan. Peneliti mendapatkan data melalui observasi dan wawancara mendalam dapat diketahui bahwa beberapa strategi komunikasi pemasaran yang dilakukan MNCTV merupakan bagian dari teori (Integrated Marketing Communication) personal selling, sales promotion, direct marketing, advertising, publicity ,serta event-event tahunan, namun dari beberapa poin strategi tersebut tyang paling kuat dilakukan oleh sales marketing MNCTV adalah personal selling dan sales promotion. Kata Kunci : Strategi Komunikasi, IMC, Komunikasi Pemasaran, Komunikasi Korporat
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