Strategi Komunikasi Pemasaran Terpadu Untuk Meningkatkan Ekuitas Merek Solopos

Indriani, Ellissa and , Dr. Edy Purwo Saputro, M.Si (2017) Strategi Komunikasi Pemasaran Terpadu Untuk Meningkatkan Ekuitas Merek Solopos. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Marketing strategic communication is imperiant to do to create stong brand equity. Brand is an intangible asset which is valuable whilst brand equity has an imperiant work to a company. This research goals to describe marketing strategic communication on Solopos to increase brand equity. This research use qualitative as method with descriptive. Sampling use snowball sampling technique and in deph interview has been using as data collecting with documentation. Truangulation data source used as analysis data because the different source of data. The result of this research showed that marketing strategic communications of Solopos integrated to few divisions dominated by Marketing division. Solopos does marketing strategic communication thru planner phase which utilize internal media, external media, online media and social media. Implementation of Solopos marketing strategic communication utilize the mix of marketing communication that are advertising, sales promotion, word of mouth, online marketing, event merketing, and public relations with sponsorship and media partner considered to increase brand of Solopos. Finally, with marketing strategic communication, Solopos has been survived to occupy top of mind around public and become local print media that has good quality perception.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Ekuitas merek kesadaran merek komunikasi pemasaran terpadu persepsi kualitas Solopos
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ELLISSA INDRIANI
Date Deposited:	02 Aug 2017 08:14
Last Modified:	02 Aug 2017 08:14
URI:	http://eprints.ums.ac.id/id/eprint/54111

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