, Hanung and , Budi Santoso, M.Si (2018) Strategi Komunikasi Pemasaran Jogja Bay Waterpark(Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran Terpadu Jogja Bay Waterpark dalam menarik pengunjung). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Abstract This aim of this study to find out the use of marketing communication to reach a gross and to increase consumer interest to visit Jogja Bay Waterpark. Marketing can not be leaning without good communication between the company and the consumer or the audience. Marketing communication is a marketing that aims to refused information or remind the market of products in the form of goods or services to be willing and they accepted and bought that. Marketing communications conducted by Jogja Bay Waterpark used an integrated marketing strategy by integrating all marketing activities such as advertising, sales promotion, direct marketing, public relations or publicity, and personal sales. Marketing communication strategy was expected to increase consumer interest visiting Jogja Bay Waterpark. The research method used is descriptive qualitative method. Technique of collecting data by interview and selecting informant with purposive sampling technique. Methods of data analysis in this study using interactive analysis and previously used validity testing with source triangulation. The results of this study was marketing communication strategy conducted in Jogja Bay Waterpark was done through three activities of planning, implementation, and evaluation of integrated marketing communications was integrated. The planning activities undertaken by Jogja Bay Waterpark has been carried out covering the activities of analyzing the situation, establishing the target audience of marketing communications, establishing marketing communication objectives, establishing budgets, developing integrated marketing communications. Next is the implementation of integrated marketing communications at Jogja Bay Waterpark all marketing communications activities was carried out such as advertising, sales promotion, public relations and publicity, personal sales and direct sales. Then, the last activity was evaluate the implementation of integrated marketing communications at Jogja Bay Waterpark. Keywords: Strategy, Marketing Communication and IMC.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Keywords: Strategy, Marketing Communication and IMC. |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | HANUNG |
| Date Deposited: | 02 Apr 2018 02:58 |
| Last Modified: | 02 Apr 2018 02:58 |
| URI: | http://eprints.ums.ac.id/id/eprint/60984 |
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