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AKTIVITAS KOMUNIKASI PEMASARAN SENGKALING FITNESS CENTRE DALAM MENINGKATKAN JUMLAH MEMBERSHIP (Studi Evaluasi Pada Divisi Marketing Sengkaling Fitness Centre)

Putra, Romi Iriandi (2018) AKTIVITAS KOMUNIKASI PEMASARAN SENGKALING FITNESS CENTRE DALAM MENINGKATKAN JUMLAH MEMBERSHIP (Studi Evaluasi Pada Divisi Marketing Sengkaling Fitness Centre). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Sengkaling Fitness Centre is one of the business units of UMM Sengkaling recreational park, starting from my attraction towards sports Gym, I am seeing more visitors or membership Sengkaling Fitness Centre is declining. When viewed from the side of the target market, Sengkaling Fitness Centre has a lot of market share that it's possible to increase of membership. This is the background behind the researcher to examine the Activity of marketing communications Sengkaling Fitness Centre in increasing of Membership. The main goal of researchers is to know the activity of marketing communications Sengkaling Fitness Centre while evaluating related programmes are applied. This research used the qualitative approach with the types of descriptive and evaluative. There are five person of marketing division which was taken as the informant took some research and staff Fitness coordinator, such as cleaning services, and also the trainer directs member in Sengkaling Fitness Centre. In addition membership also included as informants in this study. The instruments used with in-depth interviews, observation and documentation. Technical data analysis using Models, Miles and Huberman (data collection, reducing the data obtained, the presentation of the data and the withdrawal of the conclusions) and test the validity of using the triangulation methods and sources. Researchers get results is there are several steps in the marketing activities carried out by the methods of Word of mouth, involving multiple parties as marketing coordinator and trainer of Sengkaling Fitness Centre, as well as the membership itself which ultimately gave rise to awareness against the target market, after it was the target to feel attraction towards the received message until finally they asked the information and come to a Sengkaling Fitness Centre. Additionally managed Sengkaling also distributed a brochure when prospective members to come to a place and do the sales promotion. While the researchers did not find a mix of promotional marketing such as direct marketing, advertising, personal selling, publicity and brand relationships to the Community/membership used by managed Sengkaling Fitness Centre. The only way/tactics used Sengkaling Fitness Centre is a sales promotion with slashed prices for the member that his status as a student of Muhammadiyah University of Malang.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201210040311124
Keywords: Marketing communications, Promotion, and Marketing mix.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 26 Nov 2018 04:32
Last Modified: 26 Nov 2018 04:32
URI : http://eprints.umm.ac.id/id/eprint/40785

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