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      •   UMY Repository
      • 03. DISSERTATIONS AND THESIS
      • Students
      • Undergraduate Thesis
      • Faculty of Social and Political Science
      • Department of Communication Science
      • View Item
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      STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT KONSUMEN MILLENNIAL MELALUI VENUE SEVENSKY DI LIPPO MALL JOGJA 2017-2018

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      HALAMAN JUDUL (688.9Kb)
      HALAMAN PENGESAHAN (195.4Kb)
      ABSTRAK (122.6Kb)
      BAB I (304.1Kb)
      BAB II (297.8Kb)
      BAB III (1.182Mb)
      BAB IV (93.56Kb)
      DAFTAR PUSTAKA (121.2Kb)
      LAMPIRAN (162.6Kb)
      NASKAH PUBLIKASI (399.1Kb)
      Date
      2018-12-05
      Author
      LARASATI, CLAUDIA DEWI
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      Abstract
      In this research, the researcher discussed the marketing communication strategy in attracting the interest of millennial consumers through Sevensky venue in Lippo Mall Jogja in 2017- 2018. Sevensky venue is the facility provided by Lippo Mall Yogyakarta as a new culinary destination, eating place, and tourism object with new atmosphere. The research aimed to find out the how the stages of the marketing communication strategy attracted the interest of millennial consumers through Sevensky venue and to discover the obstructing and supporting factors in implementing the marketing communication strategy in attracting the interest of millennial consumers through Sevensky venue. The method of the research was descriptive qualitative. The source of the data was taken from primary data obtained from in-depth interview with Marketing Communication and Advertising and Promotion supervisor of Lippo Mall Jogja, and 6 (six) visitors of Sevensky venue. The secondary data were obtained from the internet and documents. The data validity test used triangulation that compared and rechecked the accuracy of information obtained through different and time and equipment in qualitative research. The media used were offline media with radio, billboard and indoor poster and online media with Instagram. The result of the research showed that the marketing communication strategy through Instagram could increase the number of the visitors. Instagram account of Sevensky venue contained various picture spots, food, and events, in which people could post criticism and suggestion. Besides, the account informed about how the people could enjoy Sevensky venue comfortably. It could attract the customers’ interest Sevensky venue especially millennial generation to visit. However, it should be thought that offline media were supposed to be maximized so that there would be more millennial generation who knew about Sevensky venue and visited it, and more community that joined Sevensky venue.
      URI
      http://repository.umy.ac.id/handle/123456789/23418
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      • Department of Communication Science

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