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Journal : Communication

 1 
STRATEGI KOMUNIKASI PEMASARAN MOBIL LOW COST GREEN CAR MELALUI SALES PROMOTION PADA PT. ASTRA INTERNASIONAL TBK CABANG CILEDUG KOTA TANGERANG RINI LESTARI
Communication Vol 6, No 1 (2015): COMMUNICATION
Publisher : Fakultas Ilmu Komunikasi - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (190.764 KB) | DOI: 10.36080/comm.v6i1.6

Abstract

PT. Astra Internasional Tbk-Daihatsu-Ciledug is a single agency and official distributor of the Daihatsu in Indonesia. Marketing communications through sales promotion is one of the activities of PT.Astra Internasional Tbk-Daihatsu-Ciledug in promoting the product in the competition that is becoming more competitive.The purpose of this research is to find out and explain sales promotion as a strategy of marketing low cost car green car (lcgc) Daihatsu Ayla produced by PT. Astra Internasional Tbk Daihatsu  in Ciledug and constraints and opportunities in implementing the sales promotion.The theory used in this research is about marketing communication, that is, hotchpotch of marketing communications focused on sales promotion (kotler and keller). The research uses qualitative research approach , with research method of case study, method with in-depth interviews, observation and documentation..The result showed that the company: First, Astra Internasional Daihatsu Ciledug conduct sales promotion in the forms of: the refund cash discount, the frequency program, free gifts, free trials, product guarantee, the sales exhibition, and special advertising. Second, opportunities found in PT. Astra Internasional Daihatsu Ciledug in carrying out an activity to promote the sale of (sales promotion)include: facilitating the increase of the sales volume, facilitating the purchase of recurring repeat order, and facilitating the increase of customer loyalty .The constraints found in undertaking activities of sales promotion are as follows: the lack of human resources especially in the field of sales, PT .Astra Internasional Daihatsu Ciledug does not have the department  with specialty of handling marketing communications, and customers do not immediately make purchase decisions.   
Co-Authors A. Rivai Beta Abd. Hakim Agita Swastika Azzahra Putri Agung, Rizki Nugraha Agustin, Nurlaylla Afdar Alif Ramadhan, Nur Alvionita, Ulva Anandya, Andhika Annas, Annisa Nuraisyah Annida Khofiatul Islami Annisa, Nazma Nur Arista, Tia Artyasto Jatisidi Aryana, Salman Asiska Permata Dewi Astuti, Medya Aprilia Audina Sopharia, Moza Azzahra, Sabrina Bintang Malam Bintarto Wicaksono Dafa Arsalan Damanik, Kiki Fadilah Dehan Kukuh Prayogo Derlina . Edi Sukarmanto Edison Edison Elizabeth Yohanes Eny Purwandari Epi Fitriah Fadhila Ainun Nafi Fadloli, Alfiandra Daffa Nur Fajar, Maharani Farah Amalia Faris Bintang Faturrahman, Muhammad Akbar Fauziah, N. Eva Fitria, Yanti Hafiz Hamdani Hariyadi, Hariyadi Imadanty, Aqilah Larasati Jaya, Nanda Kania Nurcholisah Komalasari, Neneng Maya Komaran, Muhammad Dhafin Kony Putriani Kristanty, Shinta Kristinasari, Dinda Ayu Larasati Indah Pratiwi Lestari, Dwi Pratiwi Lokananta, Arbi Cristional Lukman Nurhakim Luthfi Nurwandi Malay, Irvan Marcella Putri Nabila Mazidatus Sa’adah Meilina, Ragil Tri Meilita Aullia Putri Mey Maemunah Mona Tindas Gustiana Muhamad Stiadi Muhammad Akbar Faturrahman Muhammad Fakhri Ramadhan mulyati mulyati Napitupulu, Ilham Hidayah Nasrizal Akbar Nasution, Ramadhani Syafitri Niar Astaginy Nisa, Sifa Uswatun Nur Afifah NUR AINI Nurdin Bukit Nurfahmiyati Nurlaily Ade Syamsuri Nurlela, Yuli Panggayuh, Dimas Galih Pinontoan, Nexen Alexandre Prasetyaningrum, Juliani Prasetyo, Yoyok Prayogo, Dehan Kukuh Pupung Purnamasari PUTRA, RICKY WIDYANANDA Putra, Taqwa Putri, Sapna Kartika Rafi Rafsanjani Permadi Rahmada, Suci Ayu Rahmayati, Dinda Rima Rachmawati Rina Puspita Sari Ririn Sri Kuntorini Riswan Riswan Rita Juliani Riyodina G. Praktikto Rosdiana, Yuni Royanti, Royanti Rudy Hartanto Sahyar . Salmaa Tasya Salman Aryana Saragih, Leitary M Septian, Alnendi Setia, Asyanti Sinaga, Debby Yuliana Siti Aisyah Hanim, Siti Aisyah Siti Rahayu Sofiani, Yani Sri Fadilah Suangga, Asri Suhada, Siti Sy. Nurul Syobah Taufik Nur Insan Thomson Parluhutan Nadapdap, Thomson Parluhutan Tsarwah, Almira Khayyira Veronika, Anggun Natasya Yayu Yuliarti Yuhka Sundaya Yuli Afmi Ropita Sari Yulianita Rahayu, Yulianita Zahra, Wulan Aulia