OPTIMALISASI PELAKSANAAN INTEGRATED MARKETING COMMUNICATION DALAM MEMBANGUN BRAND EQUITY PALEMBANG INDAH MALL MENJADI ONE STOP SHOPPING MALL

SHINTIA, SHINTIA and Pratiwi, Miftha (2022) OPTIMALISASI PELAKSANAAN INTEGRATED MARKETING COMMUNICATION DALAM MEMBANGUN BRAND EQUITY PALEMBANG INDAH MALL MENJADI ONE STOP SHOPPING MALL. Undergraduate thesis, Sriwijaya University.

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Abstract

Palembang Indah Mall is a world center that aspires to be a "one stop shopping mall" which has more than 80 tenants with a mix of international and national tenants as well as exhibitions from local tenants. This mall is more focused on culinary tenants and cannot be impressed as a one stop shopping mall considering the incomplete tenants. In carrying out marketing communications, we need something called Integrated Marketing Communication. Integrated Marketing Communication is the coordination and integration of all marketing communication tools designed in such a way as to have an impact on customers and stakeholders. In this study, researchers used the Integrated Marketing Communication theory by PR Smith & Ze Zook using qualitative methods and descriptive data types. The data collection techniques used were in-depth interviews and documentation studies. Integrated Marketing Communication has nine dimensions, namely sales, management sales, and key account management, advertising, publicity and public relations, sponsorship, sales promotion, direct mail, exhibitions, merchandising and point of sale, and packaging. The results of this study indicate that the Palembang Indah Mall integrated marketing communication process needs to be improved again so that the implementation of marketing communications at Palembang Indah Mall can run effectively so that the ideals of Palembang Indah Mall to become a one stop shopping mall can be achieved. From this research it is known that Palembang Indah Mall needs to manage and coordinate properly the integrated marketing communications carried out by Palembang Indah Mall. Such as the need for clear coordination between management and tenants and the need to re-plan related to the urgency of public relations where currently Palembang Indah Mall does not yet have a public relations division.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Integrated Marketing Communication, Palembang Indah Mall, One Stop Shopping Mall.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Shintia Shintia
Date Deposited:	19 Jan 2023 03:02
Last Modified:	19 Jan 2023 03:02
URI:	http://repository.unsri.ac.id/id/eprint/86567

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