CD Skripsi
Analisis Komunikasi Pemasaran Terpadu Dalam Meningkatkan Minat Calon Peserta Didik Sma Cendana Pekanbaru
Pekanbaru city has 43 private schools, distributed in 12 subdistriics. One of
them is Cendana Senior High School Pekanbaru, which is in PT. Chveron Pacific
Indonesia area. It starts as part of an education facility for children of Chevron
Pekanbaru employees. However, in 2005 this school opens for the public and has
potential that’s need to know for children school, it’s one of the well-known schools
has given by IHRDP around 2017. In 2016, this school had decreased students, but in
2018 to 2020, students with public status. Has a lot of private schools in Pekanbaru
make Cendana Senior High School needs to compete and egage in integrated
marketing communication use promotion to get the maximal result, such as
interactive marketing, personal selling, event and advertising.
This research use qualitative research methods with descriptive analysis,
which is illustrated by the subject or object base on fact. The totl of informants
interviewed was 5, which is taken by a purposive technique. Data collected through
interview, observation, and documentation. The data analysis technique use a
interactive analysis mode; by four stages, such as collecting data, data reduction,
organizing of data, and conclusion. The verification data technique by triangulation.
The result of the research is Cendana Senior High School in integrated
marketing communication activity, or IMC uses promotion, like interactive marketing
by facebook, instagram, youtube, and website. The personal selling activity is done
with promotions in Junior High School as targets and makes a talent performance in
Mall and CFD. The annual event holds tryout UNBK and Cendana Sport Music
Festival by present other student in Junior High School as participant. Last,
advertising activity by promoting in television, newspaper, radio and banners. All
IMC events are considered maximally with many factors, evaluation and analysis, so
the staretgy of marketing communication media will be proper and better.
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