Ersita, Intan Devi (2022) STRATEGI KOMUNIKASI PEMASARAN RUBII PROPERTY SURABAYA DALAM MENARIK MINAT MASYARAKAT MELALUI PROGRAM RTO. Undergraduate thesis, Universitas 17Agustus 1945 Surabaya.
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Abstract
Pada komunikasi pemasaran tidak hanya bagaimana memasarkan produknya, melainkan adanya strategi yang tepat. dengan adanya strategi komunikasi pemasaran maka akan menjadi kunci kesuksessan dari perusahaan tersebut dalam meningkatkan minat pelanggan atau masyarakat. Oleh sebab itu, Rubii Property menerapkan beberapa elemen komunikasi pemasaran sebagai strategi dalam mengkomunikasikan dan juga memasarkan program RTO (Rent-To-Own). Ada pula tujuan dari penelitian ini untuk mengetahui bagaimana strategi komunikasi pemasaran Rubii Property Surabaya dalam menarik perhatian masyarakat melalui program RTO. Penelitian ini juga menggunakan metode penelitian deskriptif kualitatif, dengan cara mengumpulkan data melalui observasi, wawancara dan dokumentasi. Informan yang dipilih untuk menjadi sumber informasi pada penelitian ini ada dua yaitu Founder dan Listing Officer yang masih aktif dalam perusahaan ini dan juga mengetahui mengenai komunikasi pemasaran di Rubii Property. Teori yang digunakan padapenelitian ini adalan Teory Exchange atau pertukaran sosial. Hasil yang didapat pada penelitian ini terdiri dari lima elemen komunikasi pemasaranyang masuk pada strategi komunikasi pemasaran Rubii Property Surabayadalam menarik minat masyarakat melalui program RTO seperti periklanan, promosi penjualan, hubungan masyarakat, penjjalan perorangan, dan pemasaran langsung. Dengan cara mengadakan event atau seminar serta menambahkan iklan di suara jatimpost membuat Rubii Property semakin banyak dikenal masyarakat. Strategi komunikasi pemasaran pada Rubii Property ini menunjukkan bagaimana keberhasilan yang didapat saat ini dan menghasilkan kepuasan tersendiri, karena peningkatan jumlah masyarakat yang tertarik pada program RTO ini sebab program ini hanya ada di Rubii Property dan pertama di Indonesia. Kata Kunci: Strategi komunikasi pemasaran, Rubii Property, Teori Pertukaran Sosial
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Marketing communication strategy, Rubii Property, Social Exchange Theory |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151800145 Intan Devi Ersita |
| Date Deposited: | 20 Jul 2022 07:46 |
| Last Modified: | 20 Jul 2022 07:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/17064 |
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