Pramesti, Widya Arum (2022) Komunikasi Pemasaran Terintegrasi PT. Garuda Indonesia (Persero) Tbk Surabaya dalam Mempertahankan Daya Minat Beli Konsumen. Diploma thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Integrated marketing communication is one of the determining factors for the success of marketing strategies and programs. Marketing communication is an activity that seeks to disseminate information, influence or persuade, and remind the target market of the company and its products to be willing to accept, buy, and be loyal to the products offered by the company concerned. The aims of this research are : (1) how is the integrated marketing communication in PT. Garuda Indonesia (Persero) Tbk Surabaya in maintaining consumer buying interest; (2) Is there an increase in PT. Garuda Indonesia (Persero) Tbk Surabaya in maintaining consumer buying interest after carrying out integrated marketing communications. The method used in this study is a qualitative descriptive method. The data collection method used in this study was in-depth interviews. The results of this study indicate that the purchasing power of PT. Garuda Indonesia (Persero) Tbk has been embedded in the minds of the public as the best airline in Indonesia. PT Garuda Indonesia (Persero) Tbk has formed several integrated marketing communications to attract as many markets as possible. Integrated marketing communications are carried out through Advertising, Sales Promotion, Public Relations & Publicity, Personal Selling, and Direct Marketing. The obstacles faced when conducting integrated marketing communications are divided into two parts, namely internal and external constraints.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Finance and Banking Diploma > Practice Working Report |
| Depositing User: | WIDYA ARUM PRAMESTI |
| Date Deposited: | 25 Oct 2022 03:29 |
| Last Modified: | 25 Oct 2022 03:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9642 |
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