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STRATEGI MARKETING PUBLIC RELATIONS PT WAHANA WIRAWAN (INDOMOBIL NISSAN)

STRATEGI MARKETING PUBLIC RELATIONS PT WAHANA WIRAWAN (INDOMOBIL NISSAN)
MUHAMMAD ADI FIRMANSYAH
Unpad
Indonesia
Unpad
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ABSTRAK
Muhammad Adi Firmansyah, 210110110702 Jurusan Ilmu Hubungan Masyarakat Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Judul Penelitian “Strategi Marketing Public Relations PT Wahana Wirawan Dalam Menghadapi Ketatnya Persaingan Bisnis Otomotif Di Kota Bandung.” yang dibimbing oleh Dra. Feliza Zubair, M.Si. sebagai pembimbing utama dan H. Wawan Setiawan, Drs. M.I.Kom sebagai pembimbing pendamping.
Tujuan penelitian untuk mengetahui strategi push marketing public relations PT Wahana Wirawan, untuk mengetahui strategi pull marketing public relations PT Wahana Wirawan dan untuk mengetahui strategi pass marketing public relations PT Wahana Wirawan dalam menghadapi ketatnya persaingan dunia bisnis otomotif di Kota Bandung.
Hasil Penelitian menunjukan berbagai kegiatan promosi yang dilaksanakan oleh PT Wahana Wirawan sebagai sales promotions resmi produk Mobil Nissan di Indonesia khususnya di Kota Bandung. Promosi – promosi tersebut terbagi dalam “three ways strategy” yaitu push strategy (iklan media cetak, media luar ruang dan media internet) pull strategy (pameran dan sponsor acara) dan yang terakhir adalah pass strategy (Corporate Sosial Responsibility “CSR” kepada anak-anak yatim piatu) diharapkan dengan melakukan strategi tersebut, PT Wahana Wirawan mampu menghadapi ketatnya persaingan bisnis otomotif di Kota Bandung ini.
Kesimpulan Penelitian ini adalah bagaimana strategi marketing public relations yang dilaksanakan oleh PT Wahana Wirawan cukup berpengaruh pada penjualan produk Nissan. Strategi – strategi tersebut terbagi dalam “three ways strategy” yaitu push strategy (iklan media cetak, media luar ruang dan media internet) pull strategy (pameran dan sponsor acara) dan yang terakhir adalah pass strategy (Corporate Sosial Responsibility “CSR” kepada anak-anak yatim piatu). Dari ketiga strategi tersebut, strategi pull adalah yang paling sering dilaksanakan oleh perusahaan karena dinilai mampu mendongkrak penjualan melalui berbagai kegiatan promosi dalam strategi ini. Pameran adalah salah satu kegiatan promosi yang mampu menarik para konsumen untuk membeli produk mobil Nissan, karena kegiatan promosi pameran cukup mampu menarik perhatian konsumen dengan diadakan beberapa kegiatan acara yang dikemas secara matang oleh pihak PT Wahana Wirawan.

ABSTRACT
Muhammad Adi Firmansyah , 210110110702 Department of Public Relations Faculty of Communication Sciences , University of Padjadjaran , Title Research " Strategy of Marketing Public Relations PT Wahana Wirawan In Tight Competition Facing Automotive Business In Bandung . " Is guided by Dra . Feliza Zubair , M.Sc. as the main supervisor and H. Wawan Setiawan , Drs . M.I.Kom as supervising companion.

The purpose of the study to determine the strategy of marketing public relations push PT Wahana Wirawan , pull marketing strategies to determine PT Wahana Wirawan public relations and to find out the passes of marketing public relations strategies PT Wahana Wirawan in the face of competition in the automotive business in the city of Bandung.

Research shows various promotional activities undertaken by PT Wahana Wirawan as an official product sales promotions Nissan cars in Indonesia, especially in Bandung . The promotion is divided into "three ways strategy" that is a push strategy ( advertising print media , outdoor media and internet media ) pull strategy ( exhibition and event sponsor ) and the last one is a pass strategy ( Corporate Social Responsibility " CSR " to children orphans ) are expected to carry out the strategy , PT Wahana Wirawan able to face the competition in the automotive business in the city of Bandung.

The conclusion of this study is how the marketing public relations strategies implemented by PT Wahana Wirawan quite influential on sales of Nissan products. The strategy is divided into "three ways strategy" that is a push strategy (advertising print media, outdoor media and internet media) pull strategy (exhibition and event sponsor) and the last one is a pass strategy (Corporate Social Responsibility "CSR" to children orphans). Of the three strategies, the pull strategy is most often carried out by the company as judged able to boost sales through various promotional activities in this strategy. The exhibition is one of the promotional activities to attract consumers to buy a Nissan product, for promotional activities exhibit quite able to attract the attention of consumers with several activities organized events are packed carefully by the PT Wahana Wirawan.

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