Penggunaan marketing communication tools pada promosi pemakaman san diego hills memorial park & funeral homes

Nadyaella, Melia Viwena (2012) Penggunaan marketing communication tools pada promosi pemakaman san diego hills memorial park & funeral homes. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setiap individu pasti akan menghadapi kematian, sehingga mengakibatkan pemakaman adalah kebutuhan setiap pribadi tanpa bisa dihindari dan tanpa terkecuali. Namun selain itu, pemakaman-pemakaman yang ada saat ini terkadang selalu dikaitkan dengan suasana yang tidak nyaman dan menyenangkan, banyaknya pungutan liar, dan sebagainya. Untuk itulah, San Diego Hills Memorial Park & Funeral Homes berusaha untuk menjawab permasalahan ini dengan menghadirkan konsep pemakaman baru yang terlihat seperti taman yang begitu nyaman dan asri lengkap dengan berbagai fasilitas yang diberikan. Dalam penulisan Tugas Akhir ini, Peneliti menggunakan metode deskriptif kualitatif, dan menganalisa perencanaan promosi yang dilakukan San Diego Hills Memorial Park & Funeral Homes. San Diego Hills Memorial Park & Funeral Homes menggunakan konsep IMC Planning Process (Belch & Belch, 2009) serta Marketing Communication Tools (Kotler, 2009) dalam mempromosikan tanah pemakamannya kepada masyarakat dalam menghadapi persaingan di tengah persaingan pasar. Peneliti menyimpulkan bahwa San Diego Hills Memorial Park & Funeral Homes telah cukup berhasil mempromosikan tanah pemakamannya dan mendapatkan respon yang cukup baik dari khalayak sesuai dengan yang diharapkan. Peneliti juga menyarankan agar kedepannya San Diego Hills Memorial Park & Funeral Homes dapat terus mengembangkan promosi yang dijalankan, terutama dengan pelaksanaan event yang secara langsung dapat mengundang khalayak untuk berkunjung langsung dan melihat suasana pemakaman yang berbeda dari biasanya serta adanya peningkatan service yang diberikan. / Each individual will face the death, therefore funeral becomes the unavoidable and unexceptional needs for every human. Moreover, the death can’t be predictable when will it come. But beside that the condition of funeral nowadays sometimes always close with uncomfortable and unpleasant atmosphere, illegal fees collector and so on. Therefore, San Diego Hills Memorial Park & Funeral Homes try to answer this problems by presenting the new concept of funeral with a comfortable and beautiful garden complete with various facilities. In this Final Project, Researcher uses qualitative descriptive methods, and analyzes the planning of promotion by San Diego Hills Memorial Park & Funeral Homes. San Diego Hills Memorial Park and Funeral Homes uses the concept of IMC Planning Process (Belch & Belch, 2009) and Marketing Communication Tools (Kotler, 2009) in promoting the funeral land to society to win the competition in the market place. Researcher concludes that San Diego Hills Memorial Park & Funeral Homes has been successed to promote the funeral land and also gets a good enough response from the audience as expected. Researchers suggest in future, San Diego Hills Memorial Park & Funeral Homes keep developing the promotional campaign especially in the event execution which directly attracts audiences to visit the funeral immediately to see the different scenery and atmosphere than other funerals and also keep improving the service.

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