Warawaty, Vera
(2010)
Aktivitas Komunikasi Pemasaran.
Other thesis, University of Muhammadiyah Malang.
Abstract
This research is based on phenomenon of strong competitive and dynamical of market place
situation, markting function places determinant proportion of company business. Because,
survival of company depends on marketing situation tends to change. The changing can be
opportunity and the company use it as the key of strength competitive. In smoothing selling
expected, the company will always atempt to popularize to consumers. They will attempt and to
continue consumming the product. To achieve the purpose of company, one of the purposes are
to deliver information or communicated with consumer and people, remembering and
recognizing to consumer for offered product in order to buy. The research is to know activity of
communication of marketing in marketize cosmetic product.
Marketing communication is process of distribution information about company and what will be
offered to the target of market (Uyung Sulaksana). The communication activities was conducted
by buyer with seller and it is the activity helping in taking decission in marketing field with
directing exchange in order to satisfy with relying on all sides to well done (Basu Swastha and
Irawan). Marketing communication has important role. Without communication, both consumer
or people will not know exisiting of product in the market. Product is everything offerable to
market to get attention, buying, using or consuming that satisfy need of people. Product inludes
physical object, service, people, place, organization or ideas (Philip Kotler). Attribute of product
is constituent considered important by consumer and become fundamental to take decission of
buying. Attribute of product includes trademark, packing, warrants, service, and so on (Fandy
Tjiptono).
The type of research used is descriptive by qualitative data. The analysis unit used is activity of
PT Nandimar Ayudhita, Branch of Malang in marketing their cosmetic product. Source of this
research is Beauty Sales manager, Beauty Operational manager, Thalia Dealer, beauty Sales
Captain, Secretary. The taking research resource is the people involved directly and the oftengive services to consumers. The collecting data technique uses, First, unstructure interview. The
questionaire is not arranged first, it is fitted with situation from respondent (having knowledge,
deeping situation and more information needed). Second, documentation. Documentation was
conducted by learning document of company related with research object. Third, observation.
Collecting data by direct observation toward research object and knowing actually and clearly
the data needed to get data about research object. Observation conducted by researcher is
observation of nonparticipant. Problem object investigated is about communcation of marketing
conducted by PT Nandimar Ayudhita, Branch of Malang in marketing their product. This
research uses qualitative descriptive fo analysis data by conceptualizationinterpretation
induction process. After the data collected, it was simplified in order to make easy understood
for presenting in narrative form or senteces containing about explanation and description of
communication activities of marketing cosmetic at PT Nandimar Ayudhita, Branch of Malang.
The result research at PT Nandimar Ayudhita, Branch of Malang showed that marketing
communication conducted is the strategy of PT Nandimar Ayudhita, Branch of Malang in
marketing their cosmetic product to public, especially consumers. Communication activities of
marketing PT Nandimar Ayudhita, Branch of Malang in marketing their cosmetic product is,
first, making advertising in printing media such as local newspaper and brocure. Second, giving
discount. Third, sponsorship for certain event, holding special events and communication
service. Fourth, activities of PT Nandimar Ayudhita, Branch of Malang in defend consumer is
always holding training to Thalia Dealer (Sales Promotion Girl). The communciation marketing
can be conducted in getting attention from consumer, such as in other selling promotion form,
that is prize from lotre, promoting at electroic media, enlarging outlets in Malang and doing
research of marketing to set segmentation of local market.
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