Strategi Marketing Communication PT Esta Kapital Fintek

Tanudjaja, Priscilia Adeline (2019) Strategi Marketing Communication PT Esta Kapital Fintek. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi dengan acuan marketing communication melalui teori marketing communication framework menurut Chris Fill yang menekankan pada seluruh perencanaan kegiatan pemasarannya, dan marketing communication mix menurut Kotler and Keller dengan tools interactive marketing yang menekankan pada media sosial dan event and experiences menekankan pada kegiatan event yang diadakan PT Esta Kapital Fintek. Penelitian ini menggunakan jenis pendekatan kualiatif dengan paradigma post-positivistik dan metode penelitian studi kasus tipe observasi. Pengumpulan data dilakukan dengan wawancara terhadap narasumber Direktur Operasional dan Human Capital, Direktur Utama, Business Development, Content Writer, Graphic Designer, dan dokumentasi. Hasil penelitian yang didapat adalah PT Esta Kapital Fintek belum melakukan seluruh perencanaan dari marketing communication framework tersebut, lalu interactive marketing terbukti dari cara PT Esta Kapital Fintek mencantumkan link website dan kalimat pengajak pada media sosial Instagram dan event and experiences terbukti dari pembuatan program acara dan berbagi pengalaman event yang diposting dalam media sosial Instagram @estakapitalfintek.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Strategi marketing communication, media sosial dan event, PT Esta Kapital Fintek
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.4 Executive Management > 658.401 Planning and Strategic Management 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Communication > Strategic Communication
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	04 Dec 2019 05:40
Last Modified:	11 May 2023 06:04
URI:	https://kc.umn.ac.id/id/eprint/10649

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