Skripsi

STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN OKUPANSI PENUMPANG PT. KERETA API INDONESIA DIVISI REGIONAL I SUMATERA UTARA

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The abundance of transportation in North Sumatra Province has caused public interest in using public transportation to be unstable, especially the use of trains. PT. KAI DIVRE I North Sumatra is one of the intercity transportation services operating trains, making it a business competitor for other companies in increasing passenger occupancy. This study aims to determine the integrated marketing communication strategy of PT. KAI DIVRE I North Sumatra in increasing passenger occupancy. The method used in this study is a case study with a qualitative approach using data collection techniques through in-depth interviews, observation, and documentation studies. This study uses the integrated marketing communication theory by Kotler and Keller (2016), which consists of advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, personal selling, direct marketing, and mobile marketing. Based on the results of the research on the integrated marketing communication strategy of PT. KAI DIVRE I North Sumatra, it was found that in increasing passenger occupancy, the direct marketing dimension was quite influential because direct marketing is persuasive to potential buyers who are directly involved, even though it is integrated with the event dimension and other dimensions.

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Detail Information

Series Title

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Call Number

T1850312025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xx, 176 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Strategi Komunikasi
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

MI

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