CD Skripsi

Strategi Komunikasi Pemasaran Lembaga Skill Update Pada Pelatihan Public Speaking Dalam Meningkatkan Jumlah Peserta

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Skill Update is one of the soft skill training institutions that provides services both online and offline in the field of communication, specifically public speaking training. Skill Update has seen a continuous increase in the number of participants each year since its establishment in 2021 until 2023. Skill Update has also experienced a significant increase in followers since its inception, totaling 21.3 thousand. Skill Update has become the soft skill public speaking training institution with the most followers on the social media platform Instagram in the city of Pekanbaru. This research aims to analyze how the marketing communication strategy of Skill Update Institution in public speaking training increases the number of participants.
This research uses a qualitative method with a descriptive approach employing the AIDA theory. Data collection was conducted using interview techniques with 6 informants, as well as through observation and documentation. The data analysis technique in this study was conducted by reducing data, presenting data, and drawing conclusions. Furthermore, the technique for verifying data validity was carried out through source triangulation.
The research results show that the marketing communication strategy for the public speaking training at Lembaga Skill Update to attract participants' interest is through online advertising. The strategies implemented in the advertising include, first, planning the messages and media to be used. The Skill Update Institution employs informative advertisements, and the next strategy in the conveyed messages prioritizes the quality of the content or visuals of the aired advertisements. Next, Skill Update Institution selects advertising media based on market segmentation determined through research, specifically the age range of 17-35 years. Skill Update Institution focuses on online advertising through Instagram media, namely Instagram Ads and paid promotions. Secondly, Skill Update Institution's social media marketing uses TikTok and Instagram, but focuses more on Instagram. In the planning stage, Skill Update Institution conducts research on trending issues and then aligns them with the services offered. The next strategy in the implementation phase of Lembaga Skill Update also involves using BA in content creation, both photos and videos. Then, for the final strategy, in addition to showcasing documentation of training activities, Lembaga Skill Update also includes testimonials and consistently uploads content every week. Finally, Skill Update Institution conducts direct marketing by directly contacting each prospective participant based on the database they have through WhatsApp. The planning stage involves considering the message being conveyed.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112193

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112193

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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