Komunikasi pemasaran terpadu integrated marketing communication yang bersifat transaksional pada komunitas reliji: studi kasus pada komunitas muslim Majelis Rasulullah Jakarta = Integrated marketing communication imc with transactional trait case study at moslem community Majelis Rasulullah Jakarta / Yudhi Pratama
Yudhi Pratama;
Irwansyah, supervisor; Firman Kurniawan Sujono, examiner; Pinckey Triputra, examiner
([Publisher not identified]
, 2015)
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[ABSTRAK Penelitian ini dilatarbelakangi dari adanya kegiatan pemasaran yang dilakukanMajelis Rasulullah sebagai komunitas religi dalam memasarkan produk beratributMajelis Rasulullah pada jamaahnya. Kesamaan dalam agama Islam yangmelatarbelakangi terbentuknya komunitas religi Majelis Rasulullahmenjadikannya sebagai gambaran dari adanya komunikasi transaksional berupapertukaran pemahaman akan akidah Islam sebagai sarana dalam menunjangkomunikasi Komunikasi Pemasaran Terpadu (IMC) dalam memasarkanproduknya.Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus danbersifat deskriptif interpretatif. Informan berjumlah 4 orang yang dipilih secarapurposif. teknik pengumpulan data menggunakan wawancara, observasipartisipan, dan studi literatur. Teknik analisis data menggunakan teknik analisisSpreadley dan uji keabsahan data melalui triangulasi sumber.Hasil penelitian menunjukan bahwa IMC pada produk beratribut MajelisRasulullah yang berkontribusi besar dalam penjualan yakni melalui kegiatan acara(event) dan juga penjualan melalui sistem online dan kendala utamanya tertujupada perijinan. Komunikasi transaksional yang menunjukan kesamaan latarbelakang dan pengalaman dari pihak Majelis Rasulullah dengan jamaahnyaterlihat dari adanya kesamaan pada akidah Islam. ABSTRACT This research is motivated from the marketing activities of Majelis Rasulullah as areligious community to marketed product to its congregation. The similarity in theIslamic religion behind the formation of Majelis Rasulullah communities makingit an overview of transactional communication to exchange the understanding ofIslamic faith to support the IMC.This study used a qualitative approach with case study method, and descriptiveinterpretative as the method nature. The informants are 4 people who selectedwith purposive sampling. Techniques of data collection used an interviews,participant observation, and literature study. Data analyzed using Spreadley’sanalysis techniques and data validity through source triangulations.The results showed that the IMC on the Majelis Rasulullah’s product whichcontribute significantly to the sales through the activities of the event as well assales through online system and primarily focused on permitting constraints.Transactional communications that show the similarities of background andexperience of Majelis Rasulullah with its congregation to the Islamic faith;This research is motivated from the marketing activities of Majelis Rasulullah as areligious community to marketed product to its congregation. The similarity in theIslamic religion behind the formation of Majelis Rasulullah communities makingit an overview of transactional communication to exchange the understanding ofIslamic faith to support the IMC.This study used a qualitative approach with case study method, and descriptiveinterpretative as the method nature. The informants are 4 people who selectedwith purposive sampling. Techniques of data collection used an interviews,participant observation, and literature study. Data analyzed using Spreadley’sanalysis techniques and data validity through source triangulations.The results showed that the IMC on the Majelis Rasulullah’s product whichcontribute significantly to the sales through the activities of the event as well assales through online system and primarily focused on permitting constraints.Transactional communications that show the similarities of background andexperience of Majelis Rasulullah with its congregation to the Islamic faith, This research is motivated from the marketing activities of Majelis Rasulullah as areligious community to marketed product to its congregation. The similarity in theIslamic religion behind the formation of Majelis Rasulullah communities makingit an overview of transactional communication to exchange the understanding ofIslamic faith to support the IMC.This study used a qualitative approach with case study method, and descriptiveinterpretative as the method nature. The informants are 4 people who selectedwith purposive sampling. Techniques of data collection used an interviews,participant observation, and literature study. Data analyzed using Spreadley’sanalysis techniques and data validity through source triangulations.The results showed that the IMC on the Majelis Rasulullah’s product whichcontribute significantly to the sales through the activities of the event as well assales through online system and primarily focused on permitting constraints.Transactional communications that show the similarities of background andexperience of Majelis Rasulullah with its congregation to the Islamic faith] |
T43828-Yudhi Pratama.pdf :: Unduh
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No. Panggil : | T43828 |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Entri tambahan-Nama badan : | |
Subjek : | |
Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2015 |
Program Studi : |
Bahasa : | ind |
Sumber Pengatalogan : | LibUI ind rda |
Tipe Konten : | text |
Tipe Media : | unmediated ; computer |
Tipe Carrier : | volume ; online resource |
Deskripsi Fisik : | xii, 194 pages : illustration ; 28 cm + appendix |
Naskah Ringkas : | |
Lembaga Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lantai 3 |
No. Panggil | No. Barkod | Ketersediaan |
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T43828 | TERSEDIA |
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