Eleazar Sebayang, Christ (2023) STRATEGI PULL, PUSH, PASS DI ERA PANDEMI COVID-19 DALAM MEMBANGUN PROMOSI AIR MINERAL DALAM KEMASAN (AMDK) PADA DIVISI MARKETING PT. JONNA PLUTO ABADI PRODUK JP WATER. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Bottled Mineral Water (AMDK) products are currently circulating in the community, especially during the Covid-19 era. So that people have many choices of products. Many factors are the basis for the selection, namely in terms of quality, price and variants. Through this, a strategy is needed to attract interest such as product promotion, providing superior products with distinctive characteristics that can later encourage consumers and their involvement with the environment as a form of community concern. The purpose of this research is to find out how pull, push and pass marketing communication strategies are used to promote PT. Jonna Pluto Eternal. Qualitative descriptive research methods. The results of the research company PT. Jonna Pluto Abadi applies a marketing communication strategy in running his business. The pull strategy is to aggressively promote through social media by involving public figures, via telephone and print media with an estimated daily sales of 1000 boxes per day. Push marketing communication strategy is to encourage by providing packaging variants. Provide economical prices and quality. PT. Jonna Pluto Abadi creates an image in the environment by sponsoring and holding social activities. Conclusion during the Covid-19 pandemic PT. Jonna Pluto Abadi uses attractive marketing communication strategies by utilizing social media or directly. Encouraging the community by improving product quality and providing support by holding social events so that they have a good image in the community. Suggestions in research are to use public figures who are well-known among the public during promotions, encourage new product variants and hold more social events in the community.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Produk Air Mineral Dalam Kemasan (AMDK) saat ini banyak beredar dimasyarakat khususnya dimasa era Covid-19. Sehingga masyarakat memiliki banyak pilihan produk. Banyak faktor yang menjadi dasar dalam pemilihan yaitu dari segi kualitas, harga maupun varian. Melalui hal ini diperlukan strategi yang dilakukan untuk menarik minat seperti promosi produk, memberikan produk yang unggul dengan memiliki ciri khas nantinya dapat mendorong konsumen serta adanya keterlibatan dengan lingkungan sebagai bentuk kepedulian masyarakat. Tujuan penelitian untuk dapat mengetahui bagaimana pull, push dan pass strategi komunikasi pemasaran yang digunakan untuk promosi PT. Jonna Pluto Abadi. Metode penelitian Deskriptif kualitatif. Hasil Penelitian perusahaan PT. Jonna Pluto Abadi menerapkan strategi komunikasi pemasaran dalam menjalankan usahanya. Strategi pull (Menarik) dengan cara gencar melakukan promosi melalui media sosial dengan melibatkan public figure, via telfon maupun media cetak dengan perkiraan penjualan perharinya dapat memproduksi 1000 dus setiap harinya. Strategi komunikasi pemasaran Push yaitu mendorong dengan memberikan varian kemasan. Memberikan harga ekonomis serta berkualitas. PT. Jonna Pluto Abadi menciptakan citra di lingkungan dengan cara menjadi sponsor dan mengadakan kegiatan sosial. Kesimpulan selama masa pandemi Covid-19 PT. Jonna Pluto Abadi menggunakan strategi komunikasi pemasaran menarik dengan memanfaatkan media sosial maupun langsung. Mendorong masyarakat dengan meningkatkan kualitas produk serta memberikan dukungan dengan mengadakan acara sosial sehingga memiliki citra dimasyarakat baik. Saran dalam penelitian lebih menggunakan public figure yang terkenal dikalangan masyarakat saat promosi, mendorong adanya varian baru produk serta mengadakan lebih banyak even sosial dimasyarakat. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Christ Eleazar Sebayang | |||||||||
| Date Deposited: | 09 Jan 2023 12:04 | |||||||||
| Last Modified: | 09 Jan 2023 12:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19589 |
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