MARKETING COMMUNICATION PERUSAHAAN (STUDI PADA MARKETING COMMUNICATION PT. GARUDA INDONESIA TBK. BRANCH OFFICE PALEMBANG 2018)
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Institusion
Universitas Sriwijaya
Author
FILZA VELIA THEMBA (STUDENT ID : 07031281419055)
Andy Alfatih (LECTURER ID : 0024126003)
Febrimarani Malinda (LECTURER ID : 0011028603)
Andy Alfatih (LECTURER ID : 0024126003)
Febrimarani Malinda (LECTURER ID : 0011028603)
Subject
HF5717-5734.7 Business communication Including business report writing, business correspondence
Datestamp
2019-11-06 06:43:35
Abstract :
This study discusses the Marketing Communication of Company (Study at the PT. Garuda Indonesia Tbk. branch office Palembang) which is motivated by an increase in the volume of airline passengers, the large number of awards in the Marketing field and the annual "Garuda Indonesia Travel Fair" event. Therefore, the problem arises as to how Marketing Communication at PT. Garuda Indonesia Tbk. branch office Palembang.This study uses descriptive qualitative research methods with descriptive research types. The types of data used are primary data and secondary data. Data collection techniques used the method of in-depth interviews, observation, and documentation study. This study uses the theory proposed by Uyung Sulaksana (2007) which explains the five points that must be implemented by Marketing Communication namely (1) advertising, (2) promotion, (3) public relations, (4) personal sales, and (5) direct marketing The results of this study, it was found that the Marketing Communication of Company (Study at PT .Garuda Indonesia Tbk. branch office Palembang) had been good / successful because all the points had been implemented. Advertising is made in all formats in accordance with company guidelines, namely marcomm guideline files and delivered through advertising media. Promotions are made in physical and non-physical forms and carried out in all periods, weekly, monthly, and yearly. The function of public relations is also carried out both in the company's internal relationships in the Palembang branch office: employees and managers, as well as external relations of the company, especially the press, which are the main responsibility. Personal sales are also carried out both in intensive programs from the company and the results of reviewing market conditions. Direct marketing is also applied in direct mail sales, telemarketing, and online marketing.
This study discusses the Marketing Communication of Company (Study at the PT. Garuda Indonesia Tbk. branch office Palembang) which is motivated by an increase in the volume of airline passengers, the large number of awards in the Marketing field and the annual "Garuda Indonesia Travel Fair" event. Therefore, the problem arises as to how Marketing Communication at PT. Garuda Indonesia Tbk. branch office Palembang.This study uses descriptive qualitative research methods with descriptive research types. The types of data used are primary data and secondary data. Data collection techniques used the method of in-depth interviews, observation, and documentation study. This study uses the theory proposed by Uyung Sulaksana (2007) which explains the five points that must be implemented by Marketing Communication namely (1) advertising, (2) promotion, (3) public relations, (4) personal sales, and (5) direct marketing The results of this study, it was found that the Marketing Communication of Company (Study at PT .Garuda Indonesia Tbk. branch office Palembang) had been good / successful because all the points had been implemented. Advertising is made in all formats in accordance with company guidelines, namely marcomm guideline files and delivered through advertising media. Promotions are made in physical and non-physical forms and carried out in all periods, weekly, monthly, and yearly. The function of public relations is also carried out both in the company's internal relationships in the Palembang branch office: employees and managers, as well as external relations of the company, especially the press, which are the main responsibility. Personal sales are also carried out both in intensive programs from the company and the results of reviewing market conditions. Direct marketing is also applied in direct mail sales, telemarketing, and online marketing.
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RAMA_70201_07031281419055_0024126003_0011028603_08_lamp.pdf
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