Integrated marketing communication strategy of innovation product kaptan and petrocas Pt petrokimia gresik
Abstract views: 479
,
PDF downloads: 490
Abstract
Abstract Along with the increasingly high conditions of business competition, in communicating the products of a company it is not enough to just rely on advertising media as the sole cornerstone of the company's marketing communication, but to apply Integrated Marketing Communication so that every promotional message made reaches the public. PT Petrokimia Gresik is one of the largest agro-industry companies in Indonesia, must be able to create a good marketing communication strategy to improve the brand image of its products so that they are increasingly recognized and sought after by the public, especially farmers. The research used by researchers is a qualitative descriptive study of work procedures that have been applied by companies in building marketing communication by conducting interviews and identification of marketing and sales data for further observation using a marketing communication strategy of 4-P product mix (Product, Price, Place and Promotion) and the promotion mix (marketing mix) as a benchmark in evaluating the results and improvements that need to be done by companies to improve the effectiveness of marketing programs in an effort to increase market share and sales targets.
References
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1794241
Fitria, Y., & Farida, F. (2018). Strategi Promosi Agen Properti Independen Pada Media Online. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v2i2.1376
Idrus, M. (2009). Metode penelitian ilmu sosial. Yogyakarta: Erlangga.
Indrasari, M., Hapsari, I. N., & Sukesi, S. (2019). Customer loyalty: effects of sales information system, marcomm, and brand ambassadors. Jurnal Studi Komunikasi, 3(2), 182–198.
Kotler, P. (2009). Marketing management. Pearson education.
Muhammad, A. M., Prawiradiredja, S., & Fitriyah, I. (2018). Corporate Value: Persona pada Company Profile PT. Kereta Api Indonesia. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v2i1.843
Pertiwi, A., Jusnita, R. A. E., & Maela, N. F. S. (2019). Ramadan dan Promosional: Strategi Komunikasi Pemasaran PT Unilever Indonesia Tbk. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v3i1.1699
Purtiwi, N. P. (2018). Menelusuri Pemetaan Pemasaran Kontekstual. Jurnal Studi Komunikasi, 2(3). https://doi.org/10.25139/jsk.v2i3.1147
Putra, B., & Prasetyo, I. (2017). Pemetaan Platform Media Komunikasi Pemasaran PT. Dyandra Promosindo dalam Ruang Publik di Surabaya. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v1i2.505
Rafa’al, M. (2017). Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v1i1.63
Riyadi, S., Susilo, D., Armawati Sufa, S., & Dwi Putranto, T. (2019). DIGITAL MARKETING STRATEGIES TO BOOST TOURISM ECONOMY: A CASE STUDY OF ATLANTIS LAND SURABAYA. Humanities & Social Sciences Reviews, 7(5), 468–473. https://doi.org/10.18510/hssr.2019.7553
Sugiyono, P. D. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung.
Susilo, D., Prabowo, T. L., & Putranto, T. D. (2019). Communicating Secure Based Feeling: Content Analysis on Indonesian Police Official Account. International Journal of Engineering and Advanced Technology, 8(6), 2541–2543.
Wibowo, L. (2019). Manajemen Komunikasi dan Pemasaran. Alfabeta.
