Analisis Strategi Komunikasi Pemasaran Dalam Meningkatkan Jumlah Konsumen
ABSTRACT: The objective of
research was to find out: (1) how the Marketing Communication Strategy is in
increasing the number of consumers in Solo Grand Mall, (2) the factors
encouraging the Marketing Communication Strategy undertaking in Solo Grand
Mall, (3) the constraints in Marketing Communication Strategy in Solo Grand
Mall, and (4) the attempts taken to cope with the constraints in Marketing
Communication Strategy in Solo Grand Mall.
This study employed a qualitative research, with descriptive method, and
single embedded research strategy. The sampling technique used was purposive
sampling technique. The data sources used in this research were informant,
place or event, place or location, document or archive. Techniques of collecting
data used were interview, observation, documentation, and library study. The
data validation was conducted using data and method triangulations. Technique
of analyzing data used was a flowing interactive analysis.
Considering the result of research, it could be concluded that: (1) the
marketing communication strategy in Solo
Grand Mall could be divided into 2 stages: (a) Planning by conducting
SWOT analysis and determining the Strategy, Targeting and Positioning, (b)
implementation by conducting marketing communication mix including advertising,
sales promotion, event, and public relations. (2) The factors encourage the
performance of marketing communication activity in Solo Grand Mall included:
(a) to increase the number of visitors as the competitor’s malls emerge, (b) to
look for profit for the company, (c) to help tenant in selling product, (d) to
improve the company’s image. (3) The constraints in performing the marketing
communication activity in Solo Grand
Mall included: (a) technical constraints, (b) internal communication
disconnection because of individual preoccupation, (c) the consumer’s less
interesting in event or activity held, (d) creative idea should be raised to
create something that can attract the consumer’s interest, (e) limited
bureaucracy in event organization, (f) sneaky hands that damaged the outdoor
media, (g) less clear event schedule. (4) The attempts taken to deal with the
constraints occurring in the implementation of marketing communication activity
included: (a) to keep improving in order to deal with the technical
constraints, (b) to hold coordination meeting, (c) to make an evaluation on
each activity conducted, (d) to broaden the insight and knowledge about
marketing mix, (e) to maturate the event planning, (f) to reinforce the
Corporate Social Responsibility in order to improve the company’s image, (g) to
keep conforming to the event organizers.
Penulis: Novia Devvy
Kode Jurnal: jppendidikandd130581
