Strategi Komunikasi Pemasaran Gula Pasir PT. Perkebunan Nusantara VII Bandar Lampung

M.Riza Octa Wahyu Aditya , Rahayu

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT This research entitled “The Marketing Communications Strategy of Sugar Product in PT. Perkebunan Nusantara VII (State-Owned, PTPN VII), Bandar Lampung.” PTPN VII is a producer of sugar that has the concept of a merger between the elements and the entertainment product. This research is purposed to identify and evaluate how the marketing communications strategy is used by the marketing PTPN VII in attracting consumers as loyal customers, where it is made to face the competition of marketing sugar in Bandar Lampung and the surrounding towns. The research type is a qualitative research, using descriptive research method, the research seeks to develop concepts, gather facts, but the research is not intended to test the hypothesis based on specific theories. In this research, the data is obtained through triangulation method, i.e. interviews, observation, and literature. Data are analyzed qualitatively and presented in the form of a description drawn up in detail and systematically. The research results show that the marketing communications strategy is used by the marketing PTPN VII to confront these problems are internal and external strategies. Internal strategy aims to strengthen good working pattern so intertwined relationships and favorable work climate. External strategy aims to create a good image in the community. As to attract customers to the products of sugar that exist, namely the use of a personal approach, building fabric of the good with the media, using the tools of marketing support such as brochures, banners, leaflet, and to foster a good image or a positive image with social activities, At this time, the marketing communication strategy undertaken by the marketing of PTPN VII are effective, this is evidenced by the increasing number of customers and the number of members continues to grow. Keywords: marketing communication strategies, sugar, PTPN VII

Kata Kunci : Strategi Komunikasi Pemasaran