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Komunikasi Pemasaran Dalam Positioning N219 : Studi Kasus Komunikasi Pemasaran N219 oleh PT. Dirgantara Indonesia (Persero)

Yasser Ersyad. 210120140034. 2016. Research title "Marketing
Communication in N219 Positioning." Supervising Team Principal, Dr. Eni

  • CodeCallNoLokasiKetersediaan
    010030007607302.2 Yas k/R.21.187Perpustakaan PusatTersedia
  • Perpustakaan
    Judul Seri
    -
    No. Panggil
    302.2 Yas k/R.21.187
    Penerbit Magister Ilmu Komunikasi : Bandung.,
    Deskripsi Fisik
    xvi, 165 hlm. ; il. ; 29 cm
    Bahasa
    Indonesia
    ISBN/ISSN
    -
    Klasifikasi
    302.2 Yas k
    Tipe Isi
    -
    Tipe Media
    -
    Tipe Pembawa
    -
    Edisi
    2016
    Subyek
    marketing communication, positioning, value exchan
    Info Detil Spesifik
    Tesis
    Pernyataan Tanggungjawab
  • Yasser Ersyad. 210120140034. 2016. Research title "Marketing
    Communication in N219 Positioning." Supervising Team Principal, Dr. Eni
    Maryani, M Si. Member of Supervising Team, Dr. SUi Karlinah, M Si. Business
    Communication Major, Postgraduate Program of Communication Science
    Faculty, Padjadjaran University.

    This research aim to determine the reason of N219 positioning, the
    building of N219 positioning, and the implementation of marketing
    communication in N219 positioning. This research use qualitative approach with
    case study method. This research includes six interviewees, five of them are from
    PTDI plus one external source. Data collected mainly from in-depth interview,
    while supported by data from observations and study of literature.

    The results show that N219 is meant to take Twin Otter market to serve
    pioneering flights in Indonesia, that is needed to be replaced both age-wise and
    technology-wise. N219 positioned as Twin Otter replacement in Indonesia using
    the tagline "The New Generation of Light Class Aircraft." Also, N219 positioned
    as "a homegrown aircraft", to create emotional benefit between the brand and
    potential consumers and public audience. Marketing communication conducted to
    deliver positioning values implemented by several tools, which are marketing
    shows, mass media publicity, and direct approach. Through this research it could
    propose several suggestions such as the need of continued research about how
    value creating process conducted on consumers as business entities, and the use
    of non-functional benefits of the product used as a marketing communicatit!n
    strategy.

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