KOMUNIKASI PEMASARAN DEALER UTAMA MOBIL DALAM RANGKA MENINGKATKAN PANGSA PASAR(Studi pada PT. Gatra Perdana Putra sebagai Dealer Utama Hyundai)

Andi Widodo, Riski (2010) KOMUNIKASI PEMASARAN DEALER UTAMA MOBIL DALAM RANGKA MENINGKATKAN PANGSA PASAR(Studi pada PT. Gatra Perdana Putra sebagai Dealer Utama Hyundai). Other thesis, University of Muhammadiyah Malang.

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Abstract

Because of there are a lot of automotive companies, makes competition between company to sold their product and automotive demand getting low. Its effected to automotive industry, and also PT. Gatra Perdana Putra as head office dealer of Hyundai, new car dealer in Malang. Here is, need marketing communication to raise market seller. In Malang, based on explanation above, there is need research about “how marketing communication at head office of Hyundai to raise market seller in Malang?” the research’s aim is to know the marketing communication at head office of Hyundai in Malang to raising up market seller. In simply way, marketing communication is a marketing effort to give information, effected rolling or remembrance market point to company or product or service to make costume buys, and keep remember with the product (Batu, 2000 : 234), Belch in 1995 stated that marketing communication is mix of promotion that changing become marketing communication mix which separated relation, direct marketing (Ilham, 2006 : 8 – 6). Meanwhile, marketing communication is activity that spread information rolling on remembrance market point of company or product, makes them accepted, and loyal with the product (Fandy, 1997 : 219). Kotler stated in marketing principles (2001 : 172), marketing communication is joined among advertising, personal seller, promotion, society relationship, and direct marketing to reaches the company’s ai. This research using qualitative rapprochement with emic perspective. The researcher using purposive sampling technique, and have 3 information person. Data is collecting technique also observation, interview and documentary data analysis with analysis domain. Triangulation sources using as legal technique. The research result are PT. Gatra Perdana Putra using advertising, sales promotion, personal selling, public practically PT. Gatra Perdana Putra raising up the market. Communicator, encoding, transmision, pressing in decoding, communican and feedback to balancing the marketing communication. The global evaluatiion in 2006, 50% lower than 2005. In 2005 reaches 67 unit, but in 2006 only 34 unit. It’s because of government regulation in october 2005 which make oil proce rosen more than 125% and loan regulation. The writer suggest, that PT.Gatra Perdana Putra use more effective in marketing communication in direct marketing and changing newspaper order rising to rising up the market seller.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 03 Apr 2012 03:28
Last Modified: 03 Apr 2012 03:28
URI: http://eprints.umm.ac.id/id/eprint/1708

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