Proses promosi apartemen biz-lofts oleh tim marketing communication u-residence = Promotion process of biz-lofts apartement by marketing communication u-residence team

Putri, Stella Carissa (2016) Proses promosi apartemen biz-lofts oleh tim marketing communication u-residence = Promotion process of biz-lofts apartement by marketing communication u-residence team. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tingginya laju pertumbuhanpenduduk di Indonesia khususnya Tangerang menyebabkan peningkatan permintaan lahan hunian yang semakin terbatas. Dengan menipisnya lahan, dimunculkan alternatif lain dengan pembangunan lahan secara vertikal yaitu apartemen. Untuk mengantisipasi hal tersebut, UResidence membantun sebuah apartemen. Dari sinilah peran Marketing Communication dibutuhkan dalam upaya mengembangkan dan memperkenalkan apartemen. Penulis melakukan magang pada Divisi Marketing Communication yang bertanggung jawab dalam penyusunan strategi promosi dan pelaksanaan event launching Biz-Lofts sebagai salah satu bentuk promosi. Promosi yang dilakukan oleh U-Residence adalah menangani promotion tools yaitu Advertising, Sales Promotion, Public Relations and Publicity, Personal Selling, Direct Selling, Interactive and Internet Marketing, Event and Sponsorship. Dapat disimpulkan, penulis melihat peranan Divisi Marketing Communication dalam menerapkan strategi marketing. Promosi yang dilakukan sesuai dengan konsep promosi yang diperkenalkan oleh Booms and Bitner sebagai 7P’s model./ The increasing of population in Indonesia specifically Tangerang, causing more request of residential land. But with the decreasing of land, there is another alternative which is by building an apartment. To anticipate that, U-residence has created an apartment. This is where the role of marketing communication is really needed to create and introduce the apartment. The writer did an internship at Marketing Communication Division, which is responsible to planning promotion strategies and executing the launching event of Biz-Loft as one part of the promotion. The promotion that U-residence did is by handling promotion tools which is Advertising, Sales Promotion, Public Relation and Publicity, Personal Selling, Direct Selling, Interactive and Internet marketing, Event and Sponsorship It can be concluded, that the writer saw the role of marketing communication at applying the marketing strategy. Promotion that has been done is exactly like the promotion concept that is introduced by Booms and Bitner as the 7P's model.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Putri, Stella CarissaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek N.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: 7P; promotion tools
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 16 Oct 2018 07:48
Last Modified: 16 Oct 2018 07:48
URI: http://repository.uph.edu/id/eprint/1524

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