STRATEGI MARKETING MIX GOLF DAN RESORT DALAM MENGHADAPI PASAR BEBAS (STUDI DESKRIPTIF KUALITATIF PENERAPAN KONSEP MARKETING MIX PADA PT. PAKUAN SAWANGAN GOLF, HOTEL, AND RESORT)

BAGUS SETIAWAN, NIM. 08730109 (2015) STRATEGI MARKETING MIX GOLF DAN RESORT DALAM MENGHADAPI PASAR BEBAS (STUDI DESKRIPTIF KUALITATIF PENERAPAN KONSEP MARKETING MIX PADA PT. PAKUAN SAWANGAN GOLF, HOTEL, AND RESORT). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

PT. Pakuan Sawangan SGHR is a company engaged in the field of golf services, as well as hotels and resorts as supporting products. The company was established on March 8, 1971. The golf course was officially opened on 14 April 1972 by the President of Indonesia, Soeharto. The reason for choosing PT. Pakuan SGHR because of the existence of a company that has survived 44 years. It becomes very important to be assessed primarily on the marketing strategies of PT. SGHR ferns in the face of economic dynamics to survive. This study entitled "Strategy Marketing Mix Golf and Resort in the face of the Free Market" (Qualitative Descriptive Study on Application of Concept Marketing Mix PT. Pakuan Sawangan Golf, Hotel and Resort). This study will focus on the application of the concept of marketing mix strategy PT. Pakuan SGHR ferns that survived until now and how the company's future in the face of an increasingly open market competition. This research uses qualitative descriptive method. The technique of collecting data through in-depth interviews and the observation in the study site in order to obtain primary data and secondary data valid. So the researchers were able to determine the marketing mix strategy PT. Pakuan SGHR accurately and can be justified scientifically. Based on research by using the above method is known that marketing mix strategy that includes price, place, product and promotion at PT. Pakuan SGHR been optimally implemented. These applications include the planning, implementation, monitoring and evaluation. note also that there are some weaknesses in the application of the marketing mix strategy PT. Pakuan SGHR ie less maximal use of contemporary media as a medium for promotion.

Item Type: Thesis (Skripsi)
Additional Information: M. Mahfud S. Sos. I
Uncontrolled Keywords: Strategy, Marketing Mix, Free Market, Sawangan Golf and Resorts
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 17 Dec 2015 13:40
Last Modified: 17 Dec 2015 13:40
URI: http://digilib.uin-suka.ac.id/id/eprint/18700

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