v ABSTRAK
Nur Aini Parwitasari. NPM 210120130007. Penelitian ini berjudul “Strategi Komunikasi Pemasaran PT.Injoynesia dalam Acara School of Joy”, di bawah bimbingan Dr. Atwar Bajari, M.Si dan Dr. Udung Noor Rosyad,M.Si,M.M Penelitian ini bertujuan untuk: 1). Mengetahui strategi segmentasi yang digunakan PT.Injoynesia dalam acara ‘school of joy’, 2). Mengetahui strategi pesan yang digunakan PT.Injoynesia dalam acara ‘school of joy’, 3). Mengetahui strategi komunikasi pemasaran PT.Injoynesia dalam acara ‘school of joy’, 4). Mengetahui model proses komunikasi pemasaran PT.Injoynesia dalam acara ‘school of joy’, 5). Mengetahui alasan PT.Injoynesia mengusung acara ‘school of joy’.
Metode penelitian yang digunakan adalah studi kasus. Dalam hal ini teknik pengumpulan data dilakukan melalui observasi, wawancara, dan studi dokumentasi. Hasil penelitian ini yaitu, 1). Strategi segmentasi PT.Injoynesia yang digunakan, yaitu segmen demografis dan psikologis. 2). Strategi pesan PT.Injoynesia menyangkut tiga macam unique selling proposition, yaitu rational appeals, emotional appeals, dan moral appeals. 3). Strategi komunikasi pemasaran yang digunakan, yaitu personal selling, sales promotion, dan publisitas. 4). Model komunikasi pemasaran, yaitu PT.Injoynesia menyelenggarakan acara school of joy yang di publikasikan oleh berbagai media kemudian diterima oleh konsumen, selanjutnya konsumen akan melakukan tindakan ketika memproses pesan PT.Injoynesia berupa pembelian maupun brand awareness, 5). Alasan PT.Injoynesia mengusung acara school of joy, yaitu untuk membangun brand awareness pada peserta dan kelompoknya guna membentuk citra dan reputasi.
vi ABTRACT
Nur Aini Parwitasari. NPM 210120130007. The title of this research is “Marketing Communication Strategy of PT.Injoynesia in School of Joy’s Event”, with under guidance of Dr. Atwar Bajari, M.Si and Dr. Udung Noor Rosyad,M.Si,M.M
This research aims to: 1).Understand the strategy of segmentation which PT.Injoynesia used for determine consumers goal expecially for school of joy’s event, 2).Understand the strategy of message which PT.Injoynesia used in school of joy’s event, 3).Understand the marketing communication strategy of PT.Injoynesia used in school of joy’s event, 4). Understand model of marketing communication process in school of joy’s event, 5). Understand the reason of PT.Injoynesia hold this school of joy’s event as communication marketing programme.
This research used case study method and the technique of data collecting which passing by observation, interview, and study documentation. The result are 1). the segmentation strategy of PT.Injoynesia to determine was viewed by demographic and psychology, 2). the message strategy of PT.Injoynesia related three kind unique selling proposition, there were rational appeals, emotional appeals, and moral appeals, 3). marketing communication strategy of PT.Injoynesia were personal selling, sales promotion, and publicity. 4). the model marketing communication was PT.Injoynesia hold this event with publicity by many media, the consumer received message, than consumer doing action when their processed PT.Injoynesia’s message in the form of purchasing and brand awareness, 5). The reason of PT.Injoynesia hold this event was to develop brand awareness for participant and their group to make image and reputation.
