STRATEGI KOMUNIKASI PEMASARAN PT BERLIAN MAJU MOTOR PADA PENJUALAN MITSUBISHI XPANDER
Daftar Isi:
- This research aims to describe the implementation and marketing communication strategy process of PT. Berlian Maju Motor on the sale of Mitsubishi Xpander. This research used qualitative method by describing and analyzing the marketing communication strategy conducted by PT. Berlian Maju Motor on the sale of Mitsubishi Xpander. This research used a marketing communication theory by Philip Kotler and Armstrong namely advertising, sales promotion, public relations, and publication, personal sales, and direct marketing. This research was conducted at the Berlian Maju Motor Kertapati dealer. Data collection techniques in this research were carried out through in-depth interview with two key informants from PT. Belian Maju Motor, they were Ahdi Winata (Supervisor) and Corvin Shiro Prastyo (Customer Service), to support the data, researcher used two other informants from consumer that were conducted by in-depth interview, they were Agusti Prana jaya dan Andri Pritana. Moreover, the other data collection techniques were observation by participating the exhibition, event created by PT. Berlian Maju Motor, and documentations both from PT. BelianMaju Motor and personal documentations. The result of this research shows that the marketing communication strategy that implemented by PT. Berlian Maju Motor which includes advertising, sales promotion, public relations and publication, personal sales, and direct marketing was carried out quite well with the theory, eventhough there are still some parts such as the use of social media thai is not quite optimal.