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• W3203048456 abstract "Tujuan penulisan tugas akhir ini adalah untuk menganalisis bauran promosi yang dikemukakan oleh Kotler dan Armstrong dalam mempromosikan acara Warga Guyub. Metode penelitian yang digunakan pada penulisan tugas akhir ini adalah dengan observasi, wawancara, dan studi pustaka. Observasi dilakukan melalui magang di Suara Merdeka dari 20 Januari hingga 20 Maret 2020, juga mengikuti acara Warga Guyub pada 26 Januari 2020 dan 2 Februari 2020. Selain itu, untuk mendapatkan data, penulis melakukan wawancara secara langsung dengan dua pegawai Marketing Communication Suara Merdeka mengenai informasi Warga Guyub dan strategi promosi untuk mempromosikan acara Warga Guyub. Untuk memperkuat bacaan, digunakan studi pustaka dari beberapa buku dan jurnal. Berdasarkan hasil penelitian, acara Warga Guyub telah menerapkan bauran promosi yang dikemukakan oleh Kotler dan Armstrong yaitu advertising (dengan menggunakan koran dan Instagram), sales promotion (acara ini gratis dan memberikan diskon 25% untuk pembelian koran), public relation (bekerjasama dengan komunitas, perusahaan, pemerintah, dan media), direct marketing (mengirim pesan melalui Whatsapp dan email), dan personal selling (bertemu langsung dengan masyarakat) untuk mempromosikan acara tersebut. Bahkan acara Warga Guyub berhasil menarik minat 500 sampai 1.000 masyarakat Semarang untuk mengikuti dan berpartisipasi.The purpose of this graduating paper is to analyze promotional mix which is popularized by Kotler and Armstrong in promoting Warga Guyub Event. The data collection methods used in this graduating paper are observation, interview, and library study. The observation is through doing an internship in Suara Merdeka from Januari 20th, 2020 to April 20th, 2020, as well as joining Warga Guyub Event on Januari 26th, 2020 and February 2nd, 2020. Furthermore, to get more data, the writer did the interview directly with two staff of Marketing Communication of Suara Merdeka about the information of Warga Guyub Event and promotional strategy to promote Warga Guyub Event. To enrich the data, the writer used library study from journals, website and books. Based on the research, Warga Guyub Event already implemented promotional mix as proposed by Kotler and Armstrong. The promotional mix includes advertising (by using newspaper and Instagram, sales promotion (this event is free of charge and giving the discount 25% for buying the newspaper), public relation (cooperated with the community, company, government, and media to enliven this event), direct marketing (by using Whatsapp and email), and personal selling (meet directly with the society) in promoting this event. Even, Warga Guyub Event succeeded to gather 500 to 1.000 society of Semarang to joining and participating in this event." @default.
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• W3203048456 date "2020-01-01" @default.
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• W3203048456 title "THE ANALYSIS OF PROMOTIONAL MIX IN PROMOTING WARGA GUYUB EVENT BY SUARA MERDEKA" @default.
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