AKTIVITAS INTEGRATED MARKETING COMMUNICATION BUMNDALAM RANGKA MENINGKATKAN PELAYANAN PELANGGAN(Studi Pada Program Pelanggan NOW di Perum Pegadaian Kanwil Malang)

TRISYANAPREMATAZUNDRA, DITYA (2010) AKTIVITAS INTEGRATED MARKETING COMMUNICATION BUMNDALAM RANGKA MENINGKATKAN PELAYANAN PELANGGAN(Studi Pada Program Pelanggan NOW di Perum Pegadaian Kanwil Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is based on phenomena of many way of state­owned corporation (BUMN) to market their product and services in hard competition. Based on the initial study were gained conclusion that there are some BUMN look communication player especially public relation to do a new way for their product to give service to achieve customer belief forever. Therefore, BUMN have adopted a communication concept of new marketing that integrated marketing communication (IMC) which pointed to all of tools and communication way which be used to achieve messages percussive to goal people about service product and firm activity. This study is interested to process about Integrated Marketing Communication (IMC) activity in Pawning Housing Authority of Regional Office of Malang as on of BUMN in Indonesia which have background get 3 reward in BUMN Award 2006. To gain knowledge about this, study is carried out to Program of NOW customer in Pawning Housing Authority of Regional Office of Malang. Integrated Marketing Communication (IMC) is developing and implementation process from many form of percussive communication program to customer and customer candidate (shimp). IMC goal is to influence or give direct effect to goal society attitude which be owned. IMC consider all of source which may connect customer or customer candidate with product or customer from brand or firm, and then the potential path to express message in future. More IMC use all of communication form which relevance along with may be accepted by customer and customer candidate. In other hand, IMC process initial from customer and customer candidate, and then it backs to firm to decide and define form and method which be developed to communication and percussive program. By strategy of data collecting from three (3) sources are information source such as verbal and non verbal language, written info, and photo by data collecting technique through five (5) steps namely making field documentation, making study documentation, collecting data, interpretationand conceptualization, and then taking concept. The data which be gained to analyzed refer to data analysis of Spradley of domain analysis of study result by qualitative method. Domain analysis, it is targeted to gained description entirely from observed object, without it has to be detailed unsure which in complete of study object. This domain analysis use descriptive logic which goal to exploration data. Thus this study try to describe clearly about Integrated Marketing Communication activity in program of NOW customer in Pawning Housing Authority of Regional Office of Malang to increase service to achieve customer belief. The study result to operational and developing side (OPP) and public relation of Pawning Housing Authority of Regional Office of Malang show that Integrated Marketing Communication activity firm carried out best program, it is NOW customer. The program of NOW customer is program which be planned as effort to Pawning Housing Authority to answer people goal to customer quality to achieve customer belief. Program of NOW customer is carried by applying of concept: customer is number one + quality service is number one = Pawning is number one. While the implementation from program of NOW customer based on the some aspect: exterior and interior design of Pawning customer from NOW pawning, uniform of employee of Now pawning, car sticker of NOW customer, ban cover of NOW car, bag of NOW customer, golf umbrella of NOW customer, T­shirt of NOW customer, flag chain of NOW customer, banner of NOW customer, and brochure of NOW customer. But the implementation have been maximal in sector and IMC unsure. Although program successful near 20% per month after it is carried out. But image or positive imagination that be tried to building by program of NOW customer unsuccessful. Based on this result, it may be recommended to Pawning Housing Authority to better by carrying out of contact among public and people and firm adopting or use more unsure which content in IMC. Thus the main goal from program of NOW customer that increase service quality to achieve customer belief may be achieved maximally.

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: 21 Mar 2012 11:56
Last Modified: 21 Mar 2012 11:56
URI: http://eprints.umm.ac.id/id/eprint/818

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