Praktik Komunikasi Pemasaran Terpadu dalam Perusahaan Jasa Transportasi:(Studi kasus Praktek Komunikasi Pemasaran Terpadu pada Perusahaan Otobus Efisiensi pada Periode April-Juni 2014)
KHARISTY, Bertha, Rajiyem
2014 | Skripsi | Ilmu KomunikasiABSTRACT Integrated Marketing Communication Practice in Transportation Services Company (Case Study On Integrated Marketing Communications Practice of Otobus Company "Efisiensi" On April - June 2014) Transportation is inseparable from the human being. Throughout recorded history, people migrated to many destinations, travelling to gain new experiences. Transport dynamics envolve with the progress of time. Humans have many options to travel in accordance with their needs and goals. Road between Yogyakarta and Banyumas is a potential market for public transportation, there are 2 cities which are some of trade center in Central Java and they have reputable universities there. PO Efisiensi which began operating in 2002 to serve passengers on this route by using different service concept than another PO on its route. PO Efisiensi starts by using executive class buses with integrated services ranging from the meeting point, rest area, up to the destination city. PO Efisiensi began to enter the market and targeting passengers from among workers and students. Transportation services are services that are different from other types of services because it involves the consumer ranging from impression to the atmosphere on its service. PO Efisiensi choose an integrated marketing communications strategy to help the company to be known by the public and became the market leader . This study was conducted to determine how the PO Efisiensi practicing integrated marketing communications strategy in the field of transport, especially road transport services which have brought PO Efisiensi a leader of South Central Java road and received award from the Department of Transportation. Integrated marketing communications strategy was examined using integrated marketing communications theory from Kotler and Keler that prepared from marketing mix theory from Shimp and then examined with a case study method with a span of April to June 2014. The results of this study indicate that PO Efisiensi has a special marketing division responsible for managing the marketing strategy of each period with the primary goal to attract customers to use their services and become loyal customers with an integrated marketing communications strategy which consists of advertising, public relations, and sales promotion. This strategy is able to increase the number of passengers by 3% each year. Keywords: Integrated Marketing Communication Strategy, Transportation Services, Buses, Ground Transportation
Kata Kunci : Komunikasi Pemasaran
