STRATEGI INTEGRATED MARKETING COMMUNICATION GRAPARI TELKOM GROUP PALEMBANG DALAM MENJAGA LOYALITAS PELANGGAN MELALUI PROGRAM "SHIFTING TO DIGITAL"

ICHWANY, RACHMITA AMIRA and Lionardo, Andries and Saraswaty, Erlisa (2022) STRATEGI INTEGRATED MARKETING COMMUNICATION GRAPARI TELKOM GROUP PALEMBANG DALAM MENJAGA LOYALITAS PELANGGAN MELALUI PROGRAM "SHIFTING TO DIGITAL". Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini berjudul “Strategi Integrated Marketing Communication GraPARI Telkom Group Palembang dalam Menjaga Loyalitas Pelanggan Melalui Program “Shifting to Digital”. Penelitian ini bertujuan untuk mengetahui aktivitas atau kegiatan komunikasi pemasaran terpadu atau Integrated Marketing Communication yang dilakukan oleh GraPARI Telkom Group Palembang untuk menjaga loyalotas pelanggannya. Untuk membahas penelitian ini, teori yang digunakan yaitu teori Integrated Marketing Communication yang dikemukakan oleh Philip Kotler dan Gary Armstrong yang didalamnya terdapat lima dimensi aktivitas dalam Integrated Markerting Communication. Dimensi tersebut meliputi: Advertising (Periklanan), Sales Promotion (Promosi Penjualan), Public Relation and Publicity (Hubungan Masyarakat dan Publisitas), Personal Selling (Penjualan Personal), dan Direct Marketing (Pemasaran Langsung). Metode penelitian yang digunakan yaitu metode analisis kualitatif deskriptif yaitu suatu bentuk penelitian yang meliputi proses pengumpulan data dan penyusunan data. Proses pengumpulan data dilakukan dengan wawancara mendalam, observasi dan studi pustaka serta dokumentasi. Hasil penelitian menunjukkan bahwa ke-lima dimensi pada teori Integrated Marketing Communication telah dilaksanakan dengan baik sehingga mampu menjaga loyalitas pelanggan GraPARI Telkom Group Palembang. Kata Kunci : Strategi, Komunikasi, Komunikasi Pemasaran Terpadu (Integrated Marketing Communication), GraPARI Telkom Group Palembang

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi, Komunikasi, Komunikasi Pemasaran Terpadu (Integrated Marketing Communication), GraPARI Telkom Group Palembang
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Rachmita Amira Ichwany
Date Deposited:	03 Jun 2022 08:36
Last Modified:	03 Jun 2022 08:37
URI:	http://repository.unsri.ac.id/id/eprint/71497

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