STRATEGI MARKETING COMMUNICATION HARIAN KOMPAS USAI PERISTIWA LOREM IPSUM (KESALAHAN CETAK) Studi Pada Harian Kompas Edisi Rabu, 10 Juli 2019

Ratih Mustika Devi, . (2020) STRATEGI MARKETING COMMUNICATION HARIAN KOMPAS USAI PERISTIWA LOREM IPSUM (KESALAHAN CETAK) Studi Pada Harian Kompas Edisi Rabu, 10 Juli 2019. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of information and technology in this era, has changed the behavior and culture of the society, especially in terms of finding information. Print media is one of many types of media used by the public to obtain information. Harian Kompas is one of the largest national print media companies in Indonesia. Along with the times, Harian Kompas, which was once only print newspaper, now has created an innovation by presenting Kompas.id which is a journalism extension of Harian Kompas in the form of electronic newspapers (e-paper). It's not an easy case for Harian Kompas to maintain its existence as a media and factual source of information to the public. During the 54 years Harian Kompas was published, Harian Kompas had never expected that there would be a printing fault on Wednesday, July 10th 2019 edition. This made Harian Kompas become a public discussion, especially on social media related to the appearance of the phrase "Lorem Ipsum dolor sit amet.... " on Harian Kompas’, Wednesday, July 10th 2019 edition. The researcher is interested in conducting astudy on the marketing communication strategies carried out by Harian Kompas after the print fault incident. This study aims to find out how the marketing communication strategy is carried out by Harian Kompas after a print fault incident. The research concept used for this study is marketing communication strategy, which consists of 6 models, including Advertising, Sales Promotion, Events and Experiences, Public Relations and Publicity, Direct Marketing and Personal Selling. In this study, the researcher used descriptive qualitative research methods using data collection technique such as in-depth interviews. The results of this research shows that the marketing communication strategy carried out by Harian Kompas after the Lorem Ipsum incident was to make an open statement of apology on social media in the form of text and video categorized as a form of public relations, then launch a 30% discount to shop at Gerai.kompas.id when using the coupon code "KOMPASLOREMIPSUM" which is categorized as a form of sales promotion and create an event to explaining the chronology of the Lorem Ipsum incident by inviting Harian Kompas partners, which is categorized as a form of publicity.

Item Type:	Thesis (Skripsi)
Additional Information:	[No Panggil : 1610411148] [Pembimbing : Windhi Tia Sputra] [Penguji 1 : Supratman] [Penguji 2 : Lusia Handayani]
Uncontrolled Keywords:	Harian Kompas, Lorem Ipsum, Marketing Communication Strategy
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	Ratih Mustika Devi
Date Deposited:	12 Jan 2022 02:55
Last Modified:	12 Jan 2022 02:55
URI:	http://repository.upnvj.ac.id/id/eprint/7294

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