ANALYSIS OF MARKETING COMMUNICATION STRATEGIES IMPLEMENTATION IN TRIBUN EO JOGJA

ANEQ OKTINA, Alfelia Nugky Permatasari, S.S., M.A.

2019 | Tugas Akhir | D3 BAHASA INGGRIS

Tugas akhir ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diimplementasikan oleh Tribun Jogja dalam mempromosikan acara atau event yang telah diproduksi sebelumnya lalu mengklasifikannya ke dalam teori komunikasi pemasaran terpadu menurut Philip Kotler dan Gary Armstrong. Metode pengumpulan data yang digunakan oleh penulis yaitu menggunakan pendekatan kualitatif melalui wawancara, studi pustaka dan observasi partisipan. Penulis mengumpulkan data dari periode magang yang dimulai dari 8 Januari 2019 sampai 29 Maret 2019 di kantor Tribun Jogja yang berlokasi di Jalan Sudirman No. 52A Yogyakarta. Data yang dikumpulkan dianalisis lalu diklasifikan berdasarkan objektif untuk menjawab profil objektif dan analisis strategi marketing objektif. Penulis telah melakukan wawancara dengan Manager Divisi Promosi dan Event Organizer Tribun Jogja serta dengan Staff Promosi dalam Divisi Promosi dan Event Organizer Tribun Jogja. Penulis telah membaca buku dan artikel dari internet sebagai studi pustaka. Data yang didapatkan lalu dipelajari dan dianalisis dengan teori komunikasi pemasaran terpadu milik Philip Kotler dan Gary Armstrong serta disajikan secara detail dalam deskripsi dengan dukungan gambar dan tabel. Berdasarkan hasil observasi dan studi pustaka yang dilakukan oleh penulis, dalam mendukung kesuksesan acara yang dikerjakan oleh Divisi Promosi dan Event Organizer di Tribun Jogja, terdapat Staf Promosi yang bertugas membuat strategi dan mengeksekusi strategi komunikasi pemasaran. Berdasarkan observasi dan wawancara, penulis menemukan bahwa Staf Promosi dalam Tribun Jogja di Divisi Promosi dan Event Organizer telah mengimplementasikan konsep komunikasi pemasaran terpadu menurut Philip Kotler dan Gary Armstrong yang terdiri dari lima alat komunikasi yaitu periklanan, promosi penjualan, penjualan pribadi, hubungan masyarakat dan pemasaran langsung. Staf Promosi di Tribun Jogja telah mengintegrasikan pemakaian dari kelima alat komunikasi tersebut dalam rangka mempromosikan acara yang diorganisir oleh Tribun Jogja sebagai event organizer. Kata kunci: Komunikasi Pemasaran, Strategi, Promosi, Event Organizer, dan Tribun Jogja

This Graduating Paper aims to analyze marketing communication strategy that is implemented by Tribun Jogja in terms of promoting the event organized previously then classified it into the integrated marketing communication concept according to Philip Kotler and Gary Armstrong. The method of data collection used by the writer is qualitative approach through interview, field study, and observation participation. The writer collected the data during the internship period which was started from January 8 2019 until March 29 2019 at Tribun Jogja���¢�¯�¿�½�¯�¿�½s office that is located at Jalan Sudirman No. 52A Yogyakarta. All the data gathered were analyzed then classified based on the objectives to answer the profile objective and marketing strategy analysis objective. The writer interviewed the manager of Promotion and Event Organizer Division and also Promotion Staff of Promotion and Event Organizer Division Tribun Jogja. The writer has read books and articles from internet as the field study. The data obtained were studied and analyzed based on the integrated marketing communication concept by Philip Kotler and Gary Armstrong then presented descriptively in English with images and tables. Based on the observations and field study that were done by the writer, in supporting the successful of the event that is run by Promotion and Event Organizer Division in Tribun Jogja, there is a specific role which is Promotion/Marketing Communication. Promotion/Marketing Communication Staff is assigned to create marketing communication strategy, execute the strategy and evaluate the marketing communication strategy in each events. Based on the observation and interview, the writer also found out that Promotion/Marketing Communication Staff in Promotion and Event Organizer Division of Tribun Jogja had implemented the integrated marketing communication concept according to Philip Kotler and Gary Armstrong that consists of advertising, sales promotion, personal selling, public relations, and direct marketing. Promotion/Marketing Communication Staff in Tribun Jogja had integrated the use of those five communication channels that aim to promote the event that is organized by Tribun Jogja as event organizer. Keywords: Marketing Communication, Strategy, Promotion, Event Organizer and Tribun Jogja

Kata Kunci : Keywords: Marketing Communication, Strategy, Promotion, Event Organizer and Tribun Jogja