ANALISIS EKUITAS MEREK (BRAND EQUITY) MELALUI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS - IMC) PADA PT. NASMOCO MAJAPAHIT SEMARANG

Santy Tri Widyaningrum

doi:10.14710/jab.v1i1.4319

DOI: https://doi.org/10.14710/jab.v1i1.4319

ANALISIS EKUITAS MEREK (BRAND EQUITY) MELALUI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS - IMC) PADA PT. NASMOCO MAJAPAHIT SEMARANG

*Santy Tri Widyaningrum - Universitas Diponegoro, Indonesia

Published: 30 Sep 2012.

BibTex Citation Data :

@article{JAB4319,
    author = {Santy Widyaningrum},
    title = {ANALISIS EKUITAS MEREK (BRAND EQUITY) MELALUI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS - IMC) PADA PT. NASMOCO MAJAPAHIT SEMARANG},
    journal = {Jurnal Administrasi Bisnis},
  volume = {1},
    number = {1},
    year = {2012},
    keywords = {},
    abstract = {  This research is aimed to explain the importance of marketing communication,   to   identify means of communication that can be used by a company to communicate with its customers, and to describe the policy and effectivity of a company in marketing communication. Interview with snowball sampling technique     wa  s   used to collect data. The object of this research is PT. Nasmoco Majapahit as an authorized dealer of Toyota. The research proves the importance of marketing communication to maintain   good   relationship with customers and create repeated buying. Communication elements used are showroom, event, exhibition, leaflet, and CSR program. The policy applied in marketing communication is Nasmoco Integrated System (NIS) as database storage and customer complain handling. The use of database and customer complain data by the company is passive in nature. Information flow from the company to the customers is good, but there are problems related to the information flow from the customers to the company. Therefore it is necessary to improve the management of database and customer complain data.          Tujuan penelitian ini adalah untuk menjelaskan seberapa penting komunikasi pemasaran, mengidentifikasi sarana yang dapat digunakan perusahaan untuk berkomunikasi dengan konsumen, serta menggambarkan kebijakan dan efektifitas perusahaan dalam komunikasi pemasaran. Informasi diperoleh melalui wawancara dengan teknik  snowball  sampling. Obyek penelitian adalah PT. Nasmoco Majapahit sebagai dealer resmi dari Toyota. Hasil penelitian menunjukkan pentingnya komunikasi pemasaran untuk menjaga hubungan dengan pelanggan untuk menciptakan pembelian ulang. Elemen komunikasi yang digunakan seperti  showroom event , pameran, brosur, dan program CSR. Kebijakan yang diterapkan dalam komunikasi pemasaran adalah penggunaan NIS ( Nasmoco Integrated System ) sebagai penyimpan database dan penanganan komplain konsumen. Penggunaan database dan data keluhan oleh perusahaan bersifat pasif. Arus informasi dari perusahaan melalui elemen komunikasi kepada konsumen sudah baik, namun masih terdapat masalah pada aliran informasi dari konsumen kepada perusahaan sehingga perlu dibenahi melalui pengelolaan database dan data keluhan konsumen.  Keywords:   Brand Equity, Integrated Marketing Communications/ IMC)   Ekuitas Merek, Komunikasi Pemasaran Terpadu},
   issn = {2548-4923},   pages = {65--71}  doi = {10.14710/jab.v1i1.4319},
    url = {https://ejournal.undip.ac.id/index.php/janis/article/view/4319}
}

Citation Format:

Abstract

This research is aimed to explain the importance of marketing communication, to identify means of communication that can be used by a company to communicate with its customers, and to describe the policy and effectivity of a company in marketing communication. Interview with snowball sampling technique was used to collect data. The object of this research is PT. Nasmoco Majapahit as an authorized dealer of Toyota. The research proves the importance of marketing communication to maintain good relationship with customers and create repeated buying. Communication elements used are showroom, event, exhibition, leaflet, and CSR program. The policy applied in marketing communication is Nasmoco Integrated System (NIS) as database storage and customer complain handling. The use of database and customer complain data by the company is passive in nature. Information flow from the company to the customers is good, but there are problems related to the information flow from the customers to the company. Therefore it is necessary to improve the management of database and customer complain data.

Tujuan penelitian ini adalah untuk menjelaskan seberapa penting komunikasi pemasaran, mengidentifikasi sarana yang dapat digunakan perusahaan untuk berkomunikasi dengan konsumen, serta menggambarkan kebijakan dan efektifitas perusahaan dalam komunikasi pemasaran. Informasi diperoleh melalui wawancara dengan teknik snowball sampling. Obyek penelitian adalah PT. Nasmoco Majapahit sebagai dealer resmi dari Toyota. Hasil penelitian menunjukkan pentingnya komunikasi pemasaran untuk menjaga hubungan dengan pelanggan untuk menciptakan pembelian ulang. Elemen komunikasi yang digunakan seperti showroom event, pameran, brosur, dan program CSR. Kebijakan yang diterapkan dalam komunikasi pemasaran adalah penggunaan NIS (Nasmoco Integrated System) sebagai penyimpan database dan penanganan komplain konsumen. Penggunaan database dan data keluhan oleh perusahaan bersifat pasif. Arus informasi dari perusahaan melalui elemen komunikasi kepada konsumen sudah baik, namun masih terdapat masalah pada aliran informasi dari konsumen kepada perusahaan sehingga perlu dibenahi melalui pengelolaan database dan data keluhan konsumen.

Keywords:

Brand Equity, Integrated Marketing Communications/ IMC)

Ekuitas Merek, Komunikasi Pemasaran Terpadu

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In Vol 1, No 1 (2012)

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