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"Marketing Communication Strategy at Property Company During Crisis In 1997 a Case Study in PT Bumi Serpong DamaiA case study toward Property Company during Economic Crisis in Indonesia, which starting in 1997, in the field of Communication Science, specifically in Communication Management is very rare. More to writer's knowledge, there is no such study ever written in Communication Science Graduate Program -- University of Indonesia, in which becomes writer's interest.

The 1997 crisis gave negative impact to Indonesian economic, including in Property area. Crisis began from the economic un-stabilize marked by Government regulation to close down 16 Banks. When the 16 Bank's being liquidated, most of Property Company in Indonesia went into bankruptcy because of their foreign currency (US$) debt. It is also a fact that most Banks in Indonesia invested in Property business or even own it as its subsidiary company.

PT Bumi Serpong Damai (BSD) is one of those who does not really hit by the crisis. That because of; (1st), there is only a small portion of it's debt in foreign currency and (2nd), BSD still have spare land to build, which in the crisis time the management used a new approach in its marketing communication by invented some innovation as to keep BSD in its production and still promote through a limited mass media. Some innovation being invented by BSD later on become a role model for other Property Company as lesson learned.

Writer used a qualitative study with descriptive analysis method of this case study, by having some informant as its primary data sources and also other written sources or relevant research study which already being published. Unit Analysis is the Organization itself with `life story' as its style to write.

By taking the best advantage in communication strategy and using strategy management approach, BSD has proven to be survived in the crisis time. This success supported by having a good media strategy and also a very good coordination between marketing/promotion division and its public relation activity, on which both division are in the same department. With having some innovation, BSD, in the restructuring period, do not restructure its employee nor having a company reposition during crisis, but more to do efficiency in all department. The founder (Ciputra) is the person behind all the success that influent the management with his team leader style."

"ABSTRAKSkripsi ini merupakan penelitian tentang puisi-_puisi Carl Sandburg yang terdapat dalam kumpulan puisi pertamanya, Cicago Poems, yang terbit pada tahun 1916. Hal ini dilakukan mengingat adanya beberapa pendapat yang menyatakan bahwa kumpulan puisi tersebut berupa kritik sosial di jamannya, serta sebagai cerminan masyarakat pada waktu itu. Tujuan ditulisnya skripsi ini adalah untuk menunjukkan bahwa suatu karya sastra tidak dapat dipisahkan dari masyarakat dan jaman di mana pengarang hidup; bahwa puisi-puisi Carl Sandburg yang tercakup dalam Chicago Poems_ merupakan cerminan dari kenyataan akan suatu masyarakat kelas bawah kota Chicago di awal abdi 20; bahwa walaupun Sandburg mengemukakan tentang perbedaan kelas dan menyuguhkan gambaran masyarakat kelas bawah, puisi-puisinya bukanlah tergolong sloganisme. Upaya pengungkapan pandangan Sandburg tentang masyarakat kelas bawah kota Chicago, serta hubungan antara karya sastra, pengarang dan jaman, ditempuh dengan memadukan latar belakang kehidupan Sandburg, latar belakang jaman serta gaya Bahasa dan citraan yang banyak terdapat dalam puisi-puisinya. Lima buah puisi dari kumpulan puisi _Chicago Poems dipilih sebagai data, yaitu The Harbor Mi ll-Doors, Population Drifts, Graceland dan Child of the Romans. Kelima puisi ini menurut hemat penulis, cukup bisa mewakili puisi-puisi Sandburg yang lain yang tergabung dalam kumpulan puisi Chicago Poems_ Analisis dilakukan mela1ui dua buah pendekatan, yaitu pendekatan sosiologis dan pendekatan formalistik. Pendekatan forrnalistik disini digunakan hanya sejauh yang menunjang pendekatan sosiologis yang mempunyai porsi utama. Dari analisis tersebut dibuahkan satu kesimpulan, bahwa suatu karya sastra memang tidak dapat dipisahkan dari latar belakang jaman dan pengarangnya. Selain itu juga dibuktikan, bahwa puisi-puisi Sandburg dalam _Chicago Poems bukanlah puisi-puisi sloganisme yang menyerang golongan masyarakat tertentu, tetapi merupakan suatu ajakan untuk bersimpati kepada kehidupan masyarakat tertentu.

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