CD Skripsi

Strategi Komunikasi Pemasaran PT. Pangeran Aman Sukses Dalam Meningkatkan Brand Awareness Di Masyarakat Kota Bukittinggi

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PT. Pangeran Aman Sukses is an inter-provincial transportation service company based in Bukittinggi City, West Sumatra and has been established since 2022. PT. Pangeran Aman Sukses has one of the advantages, namely the lower ticket selling price but the facilities offered are equivalent to its competitors. This advantage needs to be highlighted by applying the right and appropriate marketing communication strategy. PT. Pangeran Aman Sukses communicates the services offered to the public by prioritizing the use of social media. The purpose of this research is to analyze the implementation of the marketing communication strategy of PT. Pangeran Aman Sukses by using the elements of Integrated Marketing Communication (IMC) elements by Kotler and Keller as a reference.
This research uses qualitative methods. This research was conducted at PT. Pangeran Aman Sukses, Soekarno Hatta Street Number 99, Pulai Anak Air, Mandiangin Koto Selayan District, Bukittinggi City, West Sumatra. The selection of informants was carried out using purposive sampling technique. Using data collection techniques through interviews. The data analysis technique used is data collection, data reduction, and conclusion drawing. Meanwhile, to test the validity of the data, researchers used source triangulation.
The result of this research is that PT. Pangeran Aman Sukses uses seven IMC elements. The implementation of marketing communication strategies by PT. Pangeran Aman Sukses aims to increase brand awareness and sales. The IMC elements that have been applied by PT. Pangeran Aman Sukses so far are advertising, interactive marketing, sales promotion, publicity & public relations, direct sales, word of mouth marketing, and point of purchase communication. The elements applied have succeeded in increasing people's brand awareness of PT. Pangeran Aman Sukses.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001114397

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001114397

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

Mutia

Versi lain/terkait

Lampiran Berkas

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