ABSTRAK
Gilang Irwan 210110090190. Program Studi Managemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Judul Penelitian “Strategi Komunikasi Pemasaran Mobil Astra Daihatsu Ayla oleh PT. Astra Daihatsu Motor di Segmen Low Cost Green Car”. Penelitian ini dibimbing oleh Dr. Hj. Purwanti Hadisiwi, M.Ex.Ed., sebagai pembimbing utama dan Dedi Rumawan Erlandia, S.Sos.,M.Si. sebagai pembimbing kedua.
Metode yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif. Tujuan penelitian ini adalah untuk mengetahui alasan PT. Astra Daihatsu Motor berkolabirasi dengan PT. Toyota Astra Motor, strategi komunikasi pemasaran yang digunakan PT. Astra Daihatsu Motor dalam memasarkan Astra Daihatsu Ayla, serta bentuk promosi yang dilakukan oleh PT. Astra Daihatsu Motor dalam memasarkan Astra Daihatsu Ayla.
Hasil dari penelitian ini menunjukan alasan kerjasama PT. Astra Daihatsu Motor dengan PT. Toyota Astra Motor yang adalah kepemilikan saham Toyota Motor Corporation terhadap Daihatsu Motor Company di Jepang dan untuk membantu membangkitkan segmen pasar yang kosong sekaligus berpartisipasi dalam program low cost green car oleh pemerintah. PT. ADM melirik target konsumen first entry
buyer, strategi yang dilakukan PT. ADM dalam memasarkan Ayla yaitu strategi pesan dan pemilihan media kemudian terbagi dalam tiga tahap yaitu pra launching. launching, and post launching. Media promosi yang digunakan oleh PT. ADM lebih
cenderung kepada media cetak dan televisi.
Kata kunci: strategi komunikasi pemasaran, komunikasi pemasaran, media promosi, low cost green car, ayla.
ABSTRAK
Gilang Irwan 210110090190. Communication Management Studies Program, Faculty of Communication Science, University of Padjadjaran. Title of The Research "Marketing Communication Strategy of Astra Daihatsu Ayla cars by PT. Astra Daihatsu in Low Cost Green Car Segment". This research was guided by Dr. Hj. Purwanti Hadisiwi, M.Ex.Ed. as the main conselor and Dedi Erlandia Rumawan, S.Sos., M.Si. as the second conselor.
The method used in this research was descriptive qualitative. The purpose of this study is to find out the reason why PT. Astra Daihatsu Motor collaborated with PT. Toyota Astra Motor. How marketing communication strategies used by PT. Astra Daihatsu Motor to market Astra Daihatsu Ayla, as well as the form of promotion used by PT. Astra Daihatsu Motor to market Astra Daihatsu Ayla.
The results of research show that the reason why PT. Astra Daihatsu Motor collaborated with PT. Toyota Astra Motor based on the stock ownership Toyota motor corporation of Daihatsu motor company in japan and to fill the void of cheap car market as well to support the government program named low cost green car. Astra Daihatsu ayla target consumer is the consumer who first purchased a car or can be said with the first car buyers, there is two main strategies implemented by PT. Astra Daihatsu are using media strategy and massage strategy which is divided into there phase, pra lauching, lanching, and post launching. Mostly the types of media used by PT. ADM in marketing ayla is print media and television media.
Keyword: marketing communications strategy, marketing communications, promotion media, low cost green car, ayla.
