BENTUK KEGIATAN KOMUNIKASI PEMASARAN PT. DJARUM DALAM MENCIPTAKAN BRAND PRODUK DJARUM BLACK (Studi Deskriptif Kualitatif Bentuk Komunikasi Pemasaran PT. Djarum Dalam Menciptakan Brand Produk Djarum Black).

Prakoso, Rendra Vidian (2011) BENTUK KEGIATAN KOMUNIKASI PEMASARAN PT. DJARUM DALAM MENCIPTAKAN BRAND PRODUK DJARUM BLACK (Studi Deskriptif Kualitatif Bentuk Komunikasi Pemasaran PT. Djarum Dalam Menciptakan Brand Produk Djarum Black). Other thesis, UNIVERSITAS SEBELAS MARET .

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    Abstract

    This research takes the object of a study in a multinational tobacco company named PT. Djarum. PT. Djarum is essentially a tobacco company which has achieved international marketing, and even has reached five continents. PT. Djarum is a company that stands alone at the time Indonesia had declared their independence in 1951 (exactly 21 April 1951). Founder Djarum is Oei Wie Gwan. Coat needles used by these companies is needle grama phone. PT. Djarum always been known as a tobacco company is up-to-date and innovative in producing cigarettes. One of the success of its products are Djarum Black. The phenomenon of the development of cigarette industry in Indonesia has created a competition among tobacco companies in getting the customer. Therefore, a company or manufacturer like PT. Djarum also need a solid marketing communication step in its efforts to promote the products and programs to target audiences. The purpose of this study is to describe the success of marketing communication activities used by PT. Djarum in an effort to market its products to an audience that has executable together with the Community Djarum Black. The method used in this study was a descriptive qualitative research namely that give an idea or describe an event. This study did not seek or explain relationships, not to test hypotheses or make predictions. In the method used to obtain interview data, observation and literature study as the completeness of theory or concepts used in research. The method is supported by interviews conducted purposive sampling technique, in which the author determines there are 4 people who become informants in the research, including Djarum Black Brand Manager, Marketing HRD Staff PT. Djarum Jakarta, Semarang Djarum Black Marketing Service, and chairman of the External Wakli dbcc [S] (Djarum Black Car Community Semarang). Development of the validity of the data in this study carried out by triangulation technique which uses triangulation of data sources that use the type of data sumbr different to dig that kind of data. As for the data analysis technique used was an interactive model (interactive model of analysis) that move between the three components of the data that is data reduction, data, drawing conclusions and verification. The results showed that in implementing the marketing effort Djarum Black, PT. Djarum apply the marketing mix as a form of marketing communication activities, including activities such as advertising that uses on-line media (television, radio, newspapers, magazines, internet) and bottom-line media (balliho, posters, banners, brochures, flyers, etc.), personal selling, sales promotion, direct marketing and public relations / publicity, especially the activities of those events which involve the community of Djarum Black (Djarum Black Car Community) to further attract the attention of target audiences.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Depositing User: Artika Vety Yulianingrum
    Date Deposited: 18 Jul 2013 18:02
    Last Modified: 18 Jul 2013 18:02
    URI: https://eprints.uns.ac.id/id/eprint/6626

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