CD Skripsi

Strategi Bauran Promosi Dalam Mempertahankan Eksistensi Jasa Transportasi Taksi Blue Bird Di Pekanbaru

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The entry of online taxi to Pekanbaru has made Blue Bird Group Pekanbaru make a change from conventional taxis to online taxis and carry out promotional activities such as advertisements, sales promotions, internet marketing and event marketing as a strategy to maintain the existence of Blue Bird Group Pekanbaru. The purpose of this study was to determine the strategy of Blue Bird Group Pekanbaru in maintaining the existence of the company and to determine the promotion mix strategy in maintaining the existence of Blue Bird taxi transportation services in Pekanbaru.
This study used a qualitative descriptive method with data collection techniques, interviews, unstructured observation, and documentation. The research subjects used purposive sampling technique with the following informants, the Head of Marketing Communication and Operation Centre of Blue Bird Group Pekanbaru, Blue Bird Group Pekanbaru taxi drivers, and Blue Bird Group Pekanbaru consumers. The data analysis technique used in this research was the interactive model of Miles and Huberman and the data validity technique used was the extension of participation and triangulation.
Based on the research results, it was found that Blue Bird Group Pekanbaru has made a strategy to maintain existence of collaborating with Gojek which launched GoBlueBird service and it can be ordered by GoCar. The launch of GoBlueBird that’s Blue Bird taxi can be ordered by Gojek application through the feature, while the GoCar feature cannot choose between Blue Bird taxi or the other online taxis because it depends on the nearest fleet. Blue Bird Group Pekanbaru also launched My Blue Bird online taxi application to maintain the company’s existence. The promotional mix activities to giving information and maintain the company’s existence. The promotional mix activities are include advertising promotion via SMS Blast and radio, sales promotion activities with CGV Transmart Pekanbaru distribute coupons in the form of free Blue Bird vouchers and offering discount prices on My Blue Bird application, internet marketing activities through social media instagram, and event marketing activities, there are Java Jazz event at Mall SKA and Grand Opening of the Dhapukoffie Pekanbaru café.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.120 (0133)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2020

Deskripsi Fisik

vii, 96 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.120 (0133)

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

ELFITRA

Versi lain/terkait

Lampiran Berkas

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