Penerapan event “showroom event” sebagai marcom tools di plaza toyota gading serpong = Promotion process of biz-lofts apartement by marketing communication u-residence team

Acafela, Argo (2016) Penerapan event “showroom event” sebagai marcom tools di plaza toyota gading serpong = Promotion process of biz-lofts apartement by marketing communication u-residence team. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Masyarakat perkotaan (urban community) memiliki jalan kehidupan yang cepat setiap harinya, mereka memiliki kesibukan harian dengan mobilitas yang tinggi. Untuk memenuhi tingginya mobilitas yang mereka miliki, masyarakat perkotaan memerlukan sarana transportasi. Salah satunya menggunakan alat transportasi berupa mobil. Di Indonesia merek mobil yang memiliki angka penjualan tertinggi diraih oleh Toyota, dan salah satu distributor resmi produk Toyota adalah PT. Plaza Auto Serasi. PT. Plaza Auto Serasi sebagai salah satu authorized Toyota dealer memiliki angka penjualan yang tinggi ditengah persaingan dengan beberapa dealer mobil lainnya, dan hasil tersebut dicapai melalui penyelenggaran event. Oleh karena itu penulis tertarik untuk melakukan magang di Plaza Toyota dan ingin mengetahui lebih dalam mengenai penerapan event sebagai marcom tools di Plaza Toyota. Penulis melakukan magang pada Divisi Marketing Support yang bertanggung jawab dalam menyusun konten promosi serta mempersiapkan event “Showroom Event”. Dapat disimpulkan, penulis melihat event “Showroom Event” yang diselenggarakan oleh Plaza Toyota Gading Serpong berperan sebagai salah satu marketing communication tools yang diungkapkan oleh Duncan dan Ouwersloot (2008) / Urban community has a pattern of a fast life, and they also known for having a busy daily life with high mobility. To fulfill their high mobility, urban communities needs vehicles. One of the vehicles that they can use is a car. In Indonesia, car brand with the highest sales achieved by Toyota and PT.Plaza Auto Serasi is one of Toyota authorized dealers. PT. Plaza Auto Serasi as one of Toyota authorized dealers have a high sales number amid tough competition with other dealers, and the result achieved through organizing events. Therefore, the writer is interested in doing an internship at Plaza Toyota and want to know further about the application of event as marcom tools at Plaza Toyota. The writer did an internship at Marketing Support Division, which is responsible to prepare promotional content and execute “Showroom Event” at Plaza Toyota Gading Serpong. It can be concluded that the writer saw “Showroom Event” that was held by Plaza Toyota as one of marketing communication tools that is introduces by Duncan and Ouwersloot (2008)

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