MULIA, FRISCA ARTA (2019) STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENDAPATKAN RESELLER DARI AGROWING.CO.ID. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Integrated Marketing Communication Strategy (IMC) is a company activity to build awareness and increase sales. The Integrated Marketing Communication (IMC) strategy that used by Agrowing.co.id is to get a Reseller from Agrowing.co.id so that the business grows, marketing products with a wide network, so as to increase Agrowing.co.id sales. This research was conducted to determine the Integrated Marketing Communication (IMC) Strategy to Reach Resellers from Agrowing.co.id. The theory used is according to Prayitno and Harjanto in their book which states that integrated marketing communication strategies are grouped into five basic strategies including strategies for determining target audience, message development, media selection, budgeting, and determining the mix of marketing or promotional communication elements. The paradigm used in this thesis is the post-positivist paradigm. The thesis uses a qualitative approach with descriptive research type. With data collection techniques through interviews. Data analysis techniques in this thesis are data reduction, data presentation, and drawing conclusions. The technique of checking the validity of the data uses source triangulation. The results of this thesis indicate that the integrated marketing communication strategy (IMC) chosen is able to get a reseller from Agrowing.co.id. In planning an integrated marketing communication strategy, Agrowing.co.id used SWOT Analysis, STP analysis, Target audience Determination, Media Selection, and Determination of the Mixture of Marketing Communication Elements. In its activities Agrowing.co.id used all integrated marketing communication (IMC) which is advertising, sales promotion, public relations, personal selling, interactive marketing, and direct marketing. The most effective integrated marketing communication strategies are interactive marketing, personal selling, and sales promotion. Suggestion according to researchers is to strengthen the marketing element mix that is advertising so that integrated marketing communication strategies are more optimal. As well as adding human resources to optimize integrated marketing communication. Keywords: Integrated marketing communication strategy, e-commerce, reach a reseller. Strategi Komunikasi Pemasaran Terpadu (IMC) merupakan kegiatan perusahaan untuk menciptakan awareness serta meningkatkan penjualan. Adapun strategi Komunikasi Pemasaran Terpadu (IMC) yang dilakukan oleh Agrowing.co.id bertujuan untuk mendapatkan Reseller Dari Agrowing.co.id agar usaha semakin berkembang, pemasaran produk dengan jaringan luas, sehingga dapat meningkatkan penjualan Agrowing.co.id. Penelitian ini dilakukan untuk mengetahui Strategi Integrated Marketing Communication (IMC) Dalam Mendapatkan Reseller dari Agrowing.co.id. Teori yang digunakan adalah Menurut Prayitno dan Harjanto dalam bukunya yang menyatakan strategi komunikasi pemasaran terpadu dikelompokkan dalam lima strategi dasar meliputi strategi penentuan khalayak sasaran, pengembangan pesan, pemilihan media, penentuan anggaran, dan penetapan bauran elemen komunikasi pemasaran atau promosi. Paradigma yang digunakan dalam penelitian ini adalah Paradigma post – positivis. Penelitian menggunakan pendekatan kualitatif dengan tipe penelitian deskriptif. Dengan teknik pengumpulan data melalui wawancara. Teknik Analisis data dalam penelitian ini adalah Reduksi data, Penyajian Data, serta penarikan kesimpulan. Teknik Pemeriksaan keabsahan data menggunakan triangulasi sumber. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran terpadu (IMC) yang dipilih mampu mendapatkan reseller dari Agrowing.co.id. Dalam perencanaan strategi komunikasi pemasaran terpadu, Agrowing.co.id melakukan Analisis SWOT, analisis STP, Stretegi Penentuan Khalayak Sasaran, Pemilihan Media, dan Penetapan Bauran Elemen Komunikasi Pemasaran. Dalam Aktivitasnya Agrowing.co.id melakukan seluruh komunikasi pemasaran secara terpadu yaitu yaitu advertising, sales promotion, public relations, personal selling, pemasaran interaktif, dan direct marketing. Strategi komunikasi pemasaran terpadu yang paling efektif adalah pemasaran interaktif, personal selling, dan sales promotion. Saran menurut peneliti adalah dengan memperkuat bauran elemen pemasaran yaitu periklanan agar strategi komunikasi pemasaran terpadu lebih optimal. Serta menambah SDM untuk mengoptimalkan komunikasi pemasaran terpadu. Kata Kunci : Strategi komunikasi pemasaran terpadu, e-commerce, mendapatkan reseller.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PKP. 19 121 |
| Call Number: | SK/43/20/001 |
| NIM/NIDN Creators: | 44316120036 |
| Uncontrolled Keywords: | Strategi komunikasi pemasaran terpadu, e-commerce, mendapatkan reseller |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 21 Mar 2023 07:06 |
| Last Modified: | 21 Mar 2023 07:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/75347 |
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