PELAKSANAAN STRATEGI PROMOSI PT. INTI DAYA GUNA ANEKA WARNA

DALAM MENINGKATKAN BRANDING PRODUK

(Studi pada Marketing Komunikasi PT.INDANA Kota Malang)

Disusun Oleh:

Ahmad Irso Kubangun

201210040311380

Dosen Pembimbing

1. Sugeng Winarno, S.Sos, MA

2. Nurudin, M.Si

ILMU KOMUNIKASI

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

UNIVERSITAS MUHAMMADIYAH MALANG

2017

DAFTAR ISI

BAB 1 ........................................................................................................................................1

PENDAHULUAN ....................................................................................................................1

1.1 Latar Belakang .....................................................................................................................1

1.2 Rumusan Masalah ................................................................................................................6

1.3 Tujuan Penelitian .................................................................................................................6

1.4 Manfaat Penelitian ...............................................................................................................6

1.4.1 Manfaat Akademis .........................................................................................................6

1.4.2 Manfaat Praktis ..............................................................................................................7

BAB II .......................................................................................................................................8

TINJAUAN PUSTAKA ...........................................................................................................8

2.1 KOMUNIKASI ..................................................................................................................8

2.1.1 Pengertian Komunikasi .....................................................................................................8

2.1.2 Unsur Komunikasi ..........................................................................................................10

2.2 KOMUNIKASI PEMASARAN ......................................................................................10

2.2.1 Komunikasi Pemasaran Terpadu .....................................................................................12

2.2.2 Ciri-Ciri Komunikasi Pemasaran Terpadu ......................................................................14

2.2.3 Pasar Sasaran ...................................................................................................................15

2.3 STRATEGI .......................................................................................................................16

2.3.1 Pengertian Strategi ..........................................................................................................16

2.3.2 Ciri-Ciri Strategi .............................................................................................................17

2.3.3 Pull Strategi, Push Strategi dan Pass Strategi ..................................................................19

2.4 PROMOSI ........................................................................................................................25

2.4.1 Strategi Promosi ..............................................................................................................27

2.4.2 Kegiatan Promosi Perusahaan .........................................................................................28

2.5 PENELITIAN TERDAHULU ........................................................................................28

BAB III ....................................................................................................................................31

METODE PENELITIAN ......................................................................................................31

3.1 Pendekatan Penelitian ........................................................................................................31

3.2 Tipe dan Dasar Penelitian ...................................................................................................31

3.3 Tempat dan Waktu Penelitian .............................................................................................32

3.4 Sumber Data .......................................................................................................................32

3.5 Teknik Pengumpulan Data .................................................................................................33

3.6 Teknik Analisis Data ..........................................................................................................34

3.7 Uji Validitas Data ...............................................................................................................35

BAB IV ....................................................................................................................................36

GAMBARAN UMUM PT.INDANA ....................................................................................36

A. Profil PT.INDANA ...........................................................................................................36

B. Visi, Misi dan Moto ..........................................................................................................37

C. Struktur Organisasi PT.INDANA .....................................................................................40

BAB V .....................................................................................................................................41

HASIL DAN PEMBAHASAN ..............................................................................................41

5.1 Identitas Subjek Penelitian .................................................................................................43

5.1.1 Subjek Penelitian 1 ..........................................................................................................43

5.1.2 Informan 1 .......................................................................................................................43

5.1.3 Informan 2 .......................................................................................................................44

5.1.4 Informan 3 .......................................................................................................................44

5.1.5 Informan 4 .......................................................................................................................44

5.1.6 Informan 5 .......................................................................................................................44

5.1.7 Informan 6 .......................................................................................................................45

5.1.8 Informan 7 .......................................................................................................................45

5.2 Penyajian dan Analisis Data ...............................................................................................46

5.2.1 Bagaimana Pelaksanaan Strategi Promosi Marketing Komunikasi PT.INDANA dalam

Meningkatkan Branding Produk.....................................................................................46

5.2.2 Apa Saja Kegiatan Promosi yang Dilakukan Oleh Marketing Komunikasi

PT.INDANA.................................................................................................................49

5.2.3 Apakah Kegiatan Promosi yang Dilakukan tersebut Memiliki Peningkatan Branding

Produk ............................................................................................................................51

5.2.4 Apa Saja Jenis Produk yang Diproduksi oleh PT.INDANA ............................................53

5.2.5 Tempat atau Daerah Saja yang Menjadi Lokasi Distribusi Produk PT.INDANA............55

5.2.6 Pola Komunikasi yang Dilakukan Sesama Internal Perusahaan Dalam Menjalankan

Strategi Promosi …….....................................................................................................56

5.2.7 Target Audiance Marketing Komunikasi PT.INDANA dalam Menjalankan

Promosi ……..................................................................................................................58

5.2.8 Media Massa yang digunakan sebagai Alat Informasi dan Komunikasi dalam

Meningkatkan Promosi brand produk ............................................................................61

5.2.9 Kendala yang dihadapi oleh Marketing Komunikasi PT.INDANA Selama Menjalankan

Strategi Promosi .............................................................................................................64

5.2.10 Solusi atau Evaluasi yang dilakukan oleh Marketing Komunikasi dalam Mengatasi

Kendala Selama Menjalankan Promosi Produk ...........................................................65

BAB VI ....................................................................................................................................69

PENUTUP ..............................................................................................................................69

A. Kesimpulan .......................................................................................................................69

B. Saran .................................................................................................................................70

DAFTAR PUSTAKA ........................................................................................................... 71

LAMPIRAN

1. Draft Observasi

2. Draft Wawancara

3. Draft Dokumentasi

1

DAFTAR PUSTAKA

A. Buku

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Penerbit Erlangga.

Butterick, Keith. (2012). Pengantar Public Relations Teori dan Praktek.

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Bandung: PT. Remaja Rosdakarya

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sembilanbelas. Bandung: PT.Remaja Rosdakarya

Hermawan, Agus. (2012). Komunikasi Pemasaran. Jakarta: Penerbit Erlangga.

2

Kotler, Philip. (2002). Manajemen Pemasaran, Jilid 2, Edisi Melenium,

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Penerbit Kencana Prenadamedia Group

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Instagram dalam Meningkatkan Penjualan. Skripsi Mahasiswa Ilmu

Komunikasi UMM

Mulyana, Deddy (2010). Ilmu Komunikasi Suatu Pengantar. Bandung: PT.

Remaja Rosdakarya.

Pace, R. Wayne & Faulus, Don F. (2010). Komunikasi Organisasi Strategi

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Rosdakarya

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Malang: Intrans Publishing

3

Rahmat, Jalaludin. (2014). Metode Penelitian Komunikasi Dilengkkapi Contoh

Analisis Statistik. Bandung: PT. Remaja Rosdakarya.

Rangkuti, Freddy (2009). Strategi Komunikasi yang Kreatif dan Analisis Kasus

Integrated Marketing Communication. Jakarta: PT.Gramedia Pustaka

Utama.

Riswandi (2009). Ilmu Komunikasi. Yogyakarta: Penerbit Graha Ilmu

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Pemasaran Terpadu. Jakarta: Penerbit Erlangga

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Mandar Maju

4

B. Non Buku

Indana Paint. diakses pada tanggal 23 November 2016,

http://www.indana.co.id/tentang-kami/

Robbins, S.P, (2011). Pengertian Strategi. Diakses pada tanggal 3 oktober 2016

https://scholar.google.co.id/scholar?hl=id&q=pengertian+strategi&btnG

Rangkuti, F (1998), Pengertian Strategi. diakses pada 3 Oktober 2016

https://books.google.co.id/books?hl=id&lr=&id=UHV8Z2SE57EC&oi=f

nd&pg=PR9&dq=pengertian+strategi&ots=PtOMq1qDUJ&sig=eDzlnb

BJ2l9j7wln66zPkfEQw_M&redir_esc=y#v=onepage&q=pengertian%20

strategi&f=false

Wartikel, Perbedaan Marketing dan Publik Relation. Diakses pada tanggal 13

Oktober 2017 https://wartikel.com/2501/perbedaan-marketing-dan-

public-relation/

Tesis Binus. Diakses pada tanggal 13 0ktober 2017

http://thesis.binus.ac.id/doc/Bab2/2012-1-00830-MC%20Bab2001.pdf

5

Esa Unggul. Diakses pada tanggal 13 Oktober 2017

http://www.esaunggul.ac.id/article/komunikasi-pemasaran-sebagai-

strategi-memperluas-pasar/

Harvard Business Review (2012). Diakses pada tanggal 21 Oktober 2017

https://hbr.org/2012/05/four-strategies-for-staying-re

R. Sumantro Raharjo. Diakses pada tanggal 21 Oktober 2017

http://www.poltekindonusa.ac.id/wp-content/uploads/2017/09/6.-R.-

Sumantri-Raharjo-Artikel-Jurnal-Ikon-Vol.-1-No.-5-Juni-2017-Edit2.pdf