ANALISIS STRATEGI KOMUNIKASI PEMASARAN EVENT ORGANIZER VICTORY ADVENTURE

Kaniya Sri Solihat Noviana, - (2023) ANALISIS STRATEGI KOMUNIKASI PEMASARAN EVENT ORGANIZER VICTORY ADVENTURE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Komunikasi pemasaran mempunyai peran yang sangat penting bagi perusahaan untuk melakukan pencitraan (image) atas suatu merek atau brand tertentu. Objek yang dipilih dalam penelitian ini adalah Victory Adventure.merupakan perusahaan yang bergerak di bidang jasa khususnya dalam Event Organizer (EO). Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang efektif dalam kegiatan pemasaran jasa Victory Adventure. Jenis penelitian pada penelitian ini adalah teknis analisis data deskriptif-kualitatif. Teknik pengumpulan data pada penelitian ini melalui wawancara dan observasi. Hasil dari penelitian ini terdapat beberapa aspek/bentuk bauran komunikasi pemasaran yang sudah diaplikasikan oleh Victory Adventure selama ini, yaitu: advertising, event and experience, personal selling, interaktif marketing. Terdapat beberapa aspek/bentuk bauran pmasaran yang belum diaplikasikan oleh Victory Adventure seperti (sales promotion, public relation publicity, word of mouth, dan direct marketing). Marketing communication has a very important role for companies to image a particular brand. The object chosen in this research is Victory Adventure, a company engaged in services, especially in Event Organizer (EO). This research aims to find out effective marketing communication strategies in Victory Adventure's service marketing activities. The type of research in this research is descriptive-qualitative data analysis technique. Data collection techniques in this study through interviews and observations. The result of this research is that there are several aspects/forms of marketing communication mix that have been applied by Victory Adventure so far, namely: advertising, event and experience, personal selling, interactive marketing. There are some aspects/forms of marketing mix that have not been applied by Victory Adventure such as (sales promotion, public relations publicity, word of mouth, and direct marketing).

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Azizah Fauziyah: 6084425 Arief Budiman: 5992927
Uncontrolled Keywords:	Komunikasi Pemasaran, Victory Adventure, bauran komunikasi pemasaran Marketing Communication, Victory Adventure, marketing communication mix
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Kaniya Sri Solihat Noviana
Date Deposited:	13 Jun 2024 07:35
Last Modified:	13 Jun 2024 07:35
URI:	http://repository.upi.edu/id/eprint/118301

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