Mubarok, Setyawan and , Agus Triyono, M.Si (2018) Strategi Komunikasi Pemasaran Menggapai Market Leader Gadget (Studi Deskriptif-Kualitatif terhadap Strategi Komunikasi Pemasaran VIVO Menembus Persaingan Gadget di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Since June 2015, Vivo became a new vendor that immediately drove growth rate in the gadget market. Less than two years, Vivo has occupied the top five positions in Indonesia, and seeks to reach the market leader in the Indonesian gadget market. This research is conducted to study Vivo marketing communication strategy in reaching market leader gadget in Surakarta. In this case, the researcher used descriptive-qualitative research design with research subject is Vivo Surakarta which analyzed with promotion mix. As a result, first, Vivo's marketing communications strategy is done by developing market-oriented products, so that its products are well received. Second, the promotion mix strategy used in this research is sales promotion, advertising, sales force, direct marketing, and public relations. The five things are moving in an integrative way as strategies to master of gadget market share in Surakarta. Keyword: Vivo, Marketing Communication Strategy, Promotion Mix.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Vivo, Marketing Communication Strategy, Promotion Mix. |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | SETYAWAN MUBAROK |
| Date Deposited: | 10 Feb 2018 07:34 |
| Last Modified: | 20 Nov 2019 03:44 |
| URI: | http://eprints.ums.ac.id/id/eprint/60244 |
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