| dc.contributor.advisor | SARI, SOVIA SITTA | |
| dc.contributor.author | SUPRIANTI, RINI | |
| dc.date.accessioned | 2018-01-25T05:59:54Z | |
| dc.date.available | 2018-01-25T05:59:54Z | |
| dc.date.issued | 2017-12-04 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/17264 | |
| dc.description | Persaingan industri otomotif sepeda motor di Indonesia semakin ketat, sehingga menuntut perusahaan untuk memiliki strategi dalam meningkatkan angka penjualannya. Melalui tujuan dari penelitian ini ialah untuk mendeskripsikan integrated marketing communication PT. Astra International Tbk. Honda Yogyakarta Region Office dalam meningkatkan penjualan sepeda motor honda CB 150R Street Fire pada event Honda Dream Cup. Dalam penelitian ini, peneliti menggunakan metode deskriptif dengan pendekatan kualitatif yang merupakan prosedur pemecahan masalah yang diselidiki dengan menggambarkan keadaan objek penelitian berdasarkan fakta-fakta yang ada. Metode penggunaan data yang dilakukan melalui wawancara dan dokumentasi. Berdasarkan hasil penelitian dapat dilihat bahwa aktivitas Integrated Marketing Communication yang dilakukan berdampak langsung terhadap penjualan CB 150R Street Fire, hal tersebut dapat dilihat dari hasil penjualan yang diperoleh melebihi angka target yang telah ditetapkan. Aktivitas Integrated Marketing Communication Honda dalam meningkatkan penjualan sepeda motor Honda CB 150R Street Fire pada Event Honda Dream Cup 2016 adaah dengan mengkombinasikan berbagai elemen bauran promosi yaitu melalui advertising, salles promotion, PR, personal selling untuk mencapai tujuan yang diharapakan. | en_US |
| dc.description.abstract | Daftar Pustaka : 19 book + 3 previous research + 6 jurnal + 4 internet sources
The competition of the motorcycle industry in Indonesia is getting tighter so that it demands the company to have a strategy in getting its sals. Throught the purpose of research is to describr integrated marketing communication PT. Asta International Tbk. Yogyakarta Region Office in increasing sales of Honda motorcycles CB 150R Street Fire at Honda Dream Cup evnet. In the envy research, the research uses descriptive method with qualitative approach which is the problem solving procedure thet is investigated by describing the state of the research object based on the facts. Methods of data usage conducted through interviews and comunication. Based on the results of research can be seen that the integrated marketing communication activities conductad have a direct impact on sales CB 150R Street Fire, it can be seen from the sales results exceeded the number of targets that have been determined integrated marketing communication activity Honda in increasing sales of Honda CB 150R Street Fire motorcycle on event Honda Dream Cup 2016 is by combining various elements of the promotion mix through advertising, salles promotion, PR, personal selling. To achieve the expected objectives. | en_US |
| dc.publisher | FISIP UMY | en_US |
| dc.subject | Event, Integrated Marketing Communication (IMC), Promotion Mix, Increase in Sales. Event, Integrated Marketing Communication (IMC), Bauran Promosi, Peningkatan Penjualan | en_US |
| dc.title | AKTIVITAS INTEGRATED MARKETING COMMUNICATION HONDA DALAM MENINGKATKAN PENJUALAN SEPEDA MOTOR HONDA CB 150R STREET FIRE PADA EVENT HONDA DREAM CUP TAHUN 2016 | en_US |
| dc.title.alternative | STUDI DESKRIPTIF KUALITATIF TENTANG AKTIVITAS INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN PENJUALAN DI PT. ASTRA INTERNATIONAL TBK.-HONDA YOGYAKARTA REGION OFFICE) | en_US |
| dc.type | Thesis
SKR
679 | en_US |
