| dc.contributor.advisor | | |
| dc.contributor.advisor | SARI, SOVIA SITTA | |
| dc.contributor.author | ALTHAF, ARYANDA ADIB HAIDAR | |
| dc.date.accessioned | 2019-10-16T06:59:13Z | |
| dc.date.available | 2019-10-16T06:59:13Z | |
| dc.date.issued | 2019-07-23 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29766 | |
| dc.description | Business service competition in hospital was tighter to make the doer of business service thought about strategy to maximize their market especially for business service which was focused on low business service loved by society. This research analyzed the strategy of communication in Rumah Sakit PKU Muhammadiyah Gamping. In this context, this research would discuss how the hospital could widen the market in 2018 and how the implementation of the communication activity in Rumah Sakit PKU Muhammadiyah Gamping. The theory used in this research was marketing communication, communication of marketing strategy, promotion, and widening marketing.
The research method of this research was descriptive study and qualitative research. The participants of this research were people who have responsibility and authority in marketing communication who consisted The head of public relation and marketing, staff of public relation and marketing. The method to collect the data, this research used interview, observation, and documentation. The technique to analyze the data, this research used validity test which triangulation source was used.
The result of this research was the communication strategy in Rumah Sakit PKU Muhammadiyah Gamping in 2018, the hospital promoted and showed the character of the hospital. Then the hospital implements the activity of marketing communication by using concept of promotion such us advertising, personal selling, sales promotion, public relation, and direct marketing. | en_US |
| dc.description.abstract | Business service competition in hospital was tighter to make the doer of business service thought about strategy to maximize their market especially for business service which was focused on low business service loved by society. This research analyzed the strategy of communication in Rumah Sakit PKU Muhammadiyah Gamping. In this context, this research would discuss how the hospital could widen the market in 2018 and how the implementation of the communication activity in Rumah Sakit PKU Muhammadiyah Gamping. The theory used in this research was marketing communication, communication of marketing strategy, promotion, and widening marketing.
The research method of this research was descriptive study and qualitative research. The participants of this research were people who have responsibility and authority in marketing communication who consisted The head of public relation and marketing, staff of public relation and marketing. The method to collect the data, this research used interview, observation, and documentation. The technique to analyze the data, this research used validity test which triangulation source was used.
The result of this research was the communication strategy in Rumah Sakit PKU Muhammadiyah Gamping in 2018, the hospital promoted and showed the character of the hospital. Then the hospital implements the activity of marketing communication by using concept of promotion such us advertising, personal selling, sales promotion, public relation, and direct marketing. | en_US |
| dc.publisher | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | communication strategy marketing, hospital marketing, advertising | en_US |
| dc.title | STRATEGI KOMUNIKASI PEMASARAN RUMAH SAKIT PKU MUHAMMADIYAH GAMPING TAHUN 2018 | en_US |
| dc.type | Thesis
SKR
557 | en_US |
