Strategi Integrated Marketing Communication (IMC) dalam membangun ekuitas merek Mobil Toyota Avanza: Studi pada PT. Astra Internasional, Tbk-AUTO 2000 Toyota Cabang Sukun Malang
Daftar Isi:
- INDONESIA: Persaingan dunia pemasaran semakin ketat, perusahaan kecil maupun besar mencari berbagai cara yang lebih tepat untuk berkomunikasi secara efektif dan efisien kepada khalayak sasarannya. Khususnya di dunia otomotif, pasar telah dipenuhi berbagai bentuk komunikasi. Komunikasi yang terpisah mulai dipertanyakan banyak pihak, dan banyak beralih pada komunikasi pemasaran yang terintegrasi. Mobil Avanza adalah salah satu merek mobil yang memiliki ekuitas merek kuat di kalangan masyarakat Indonesia. Karena hal itulah peneliti tertarik untuk meneliti dengan judul Strategi Integrated Marketing Communication (IMC) dalam Membangun Ekuitas Merek Mobil Toyota Avanza. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Subyek penelitian adalah supervisor sales, sales dan konsumen. Analisis data dilakukan dengan mengorganisasikan data, menjabarkannya ke dalam unit-unit, menyusun ke dalam pola, memilih mana yang penting dan yang akan dipelajari, dan membuat kesimpulan. Data dikumpulkan dengan cara observasi, wawancara, dokumentasi dan trianggulasi. Analisa datanya melalui: analisis sebelum di lapangan, analisis selama di lapangan model Miles and Huberman, reduksi data, penyajian data dan conclution drawing/v erification. Dari hasil penelitian menunjukkan bahwa IMC dalam membangun ekuitas merek mobil Toyota Avanza di PT. Astra International, Tbk – AUTO 2000 Toyota Cabang Sukun Malang dilakukan dengan berbagai bentuk komunikasi pemasaran, antara lain: penjualan perorangan, publisitas, periklanan, promosi penjualan, pemasaran sponsorship dan komunikasi di tempat pembelian serta public relation. Dapat disimpulkan bahwa Strategi IMC pada perusahaan tersebut mampu membangun ekuitas merek mobil Toyota Avanza. ENGLISH: Competition becomes a powerful marketing world, small and large companies are looking for a more appropriate way to communicate effectively and efficiently for the target audience. Particularly in the automotive world, the market has fulfilled various forms of communication. A separate communication has been questioned by many parties, and many switch in integrated marketing communications. Avanza is one car brand which has strong brand equity among the people of Indonesia. Therefore, researchers interested in studying under the title Strategies Integrated Marketing Communications (IMC) in Building Brand Equity Toyota Avanza. This study uses descriptive qualitative approach. This study tries to "make a picture" of a particular situation. Subjects are sales supervisor, sales and customers. Data analysis is performed by organizing the data, translate it into units, organize it into a pattern, choose what is important and that will be studied, and make conclusions. Data are collected by means of observation, interviews, documentation and triangulation. To analyze the data through: analysis before on the ground, in the field for Miles and Huberman analysis model, data reduction, data presentation and conclusion drawing / verification. The results show that the IMC in building brand equity in PT Toyota Avanza, Astra International Tbk - AUTO 2000 Toyota Branch Sukun Malang, performs with various forms of marketing communication, among others: personal selling, publicity, advertising, sales promotion, sponsorship marketing and point of purchase communication as well as public relations. It can be concluded that IMC strategy of the company is able to build brand equity Toyota Avanza.