CD Skripsi

Integrated Marketing Communication Pt. Pertamina Dalam Membangun Brand Awareness Produk Bright Gas 5,5 Kg Pada Masyarakat Kota Pekanbaru

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Bright gas 5.5 kg is the latest product launched by PT. Pertamina in early February 2017 at SKA Mall Pekanbaru. Bright gas 5.5 kg is a non-subsidized LPG type and has advantages that can distinguish it from previous LPG types. In communicating bright gas product 5,5 kg to Pekanbaru society, PT. Pertamina conducts a series of marketing communications activities by applying the concept of Integrated Marketing communication. The community is so enthusiastic about the bright gas 5.5 kg and the enthusiasm is certainly related to the brand awareness that was built in the community, which is people began to know the bright gas from various news in newspapers and also see the ads on TV. The purpose of the research is to know the implementation of elements carried out PT. Pertamina and to know the form of integration at PT. Pertamina in building brand awareness of 5.5 kg bright gas product in Pekanbaru city community.
This study used qualitative research methods. This research was conducted at Branch Marketing of PT. Pertamina Riau at Jalan Sisingamangaraja No. 141 Pekanbaru. Informants in this study amounted to 7 people taken based on purposive techniques. Data collection techniques in this study through observation, interviews, and documentation. Meanwhile, to test the validity of research data using extension of participation and triangulation.
The results showed that in building brand awareness of 5.5 kg bright gas product in Pekanbaru city community, PT. Pertamina uses five from six elemen of IMC there are advertising, sales promotion, publicity, direct marketing and interactive marketing. Which is, the form of integration is done is to integrate the existing division units in the management of PT. Pertamina in running 5.5 kg bright gas marketing communications program and other forms of integration is the integrated message that is in the form of logo, image and specification of 5.5 kg bright gas product which is designed with shades of pink in accordance with the concept of the products delivered on each IMC element performed. Overall IMC implemented by PT. Pertamina can be quite successful even though it has not been fully implemented properly. Where brand awareness that awakens in urban society of Pekanbaru at this time is up to level of brand recognition. Which is people have been able to describe the product specifications of bright gas 5,5 kg.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06. 118 (0008)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ilumu Sosial Dan Ilmu Politik – Ilmu Komunikasi., 2018

Deskripsi Fisik

xiii, 54 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06. 118 (0008)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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