STRATEGI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS) DALAM MENGOKOHKAN BRAND DAGADU DJOKDJA

SHOLEHATUN NASIHA - NIM. 05730031, (2010) STRATEGI KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATIONS) DALAM MENGOKOHKAN BRAND DAGADU DJOKDJA. Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

Dagadu Djokdja is one of the alternative products souvenir from Yogyakarta. A typical product will play on a famous Dagadu everywhere. Not only for the people of Yogyakarta, but also product Dagadu has become something that must be taken when the tourists visiting Yogyakarta. However, this is unfortunate as more and more fake Dagadu piracy is rampant. Although no effect on the original Dagadu product sales, but indirectly it affects the original Dagadu potential loss. In addition, the communication environment changing original Dagadu products should be observant sort of marketing communication tools which are effective for increasing consumer awareness with the original Dagadu only be obtained at the three outlets. Namely UGD (Unit Gawat Dagadu), Posyandu (Pos Pelayanan Dagadu) and DPRD (Djawatan Pelayanan Resmi Dagadu). PT. Aseli Dagadu Djokdja (PT. ADD) in promoting its products using the ,pattern of Integrated Marketing Communications (IMC). One application is a division of Marketing Communications Officer (MCO). This is because, PT. ADD raises other sister brands from Dagadu brand can not just rely on public relations to manage the imaging and Dagadu brand development, but also requires other tools of marketing communications (advertising, sales promotion, etc.) to optimize the delivery of messages about the sister brand to the consumer. For that, the company realized the importance of integrated marketing communications in order to strengthen and develop the brand Dagadu sister brand of brand Dagadu. In accordance with the theory of Kotler amp; Armstrong, who explained that the integrated marketing communications form a strong brand identity to bind together and strengthen the image and the message the company, to produce consistency for better communication, budget more effective communication, and the impact of higher sales. To these problems, so in this thesis the author to formulate the problem as follows; how Marketing Division of PT. ADD conduct integrated marketing communications strategy (IMC) in the cemented brand Dagadu Djokdja? . The method used is a qualitative descriptive, to explain and describe phenomena that occur. The objective is to find a detailed factual information about existing symptoms, identify the problems that occurred and practices in progress, and to make a comparison and evaluation.

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