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"ABSTRAKTesis ini mendeskripsikan Program Promosi “Enjoy Jakarta” yang dilakukanoleh Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta dalam upayanyamempromosikan pariwisata di DKI Jakarta. Penelitian ini mendeskripsikanstrategi komunikasi yang digunakan yaitu Integrated Marketing Communication(IMC) pada bauran New Media (Internet) dan Sponsorship. Penelitian ini adalahpenelitian kualitatif dengan desain deskriptif. 2 jenis metode pengumpulan datayaitu data primer dan data sekunder digunakan dalam pengumpulan datapenelitian ini dan metode analisis data dilakukan dengan cara mengolah datayang didapat dari wawancara, data lapangan dan studi pustaka sehingga dapatmemberikan gambaran yang lengkap. Berdasarkan hasil penelitian, penelitimenemukan bahwa Program Promosi “Enjoy Jakarta” di Dinas Pariwisata danKebudayaan Provinsi DKI Jakarta dijalankan di bagian promosi dan tidak adanyabagian humas di struktur organisasi namun ada di kegiatan operasional.Hambatan-hambatan yang dihadapi dalam melaksanakan Program Promosi“Enjoy Jakarta” di Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakartadiantaranya keterbatasan dana dan sumber daya manusia yang kompeten untukmenjalankan program tersebut.

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ABSTRAKThis thesis discuss the Enjoy Jakarta Promotional Program in Jakarta Tourism andCulture Office, in order to promote tourism in DKI Jakarta. This thesis describethe strategy used which is Integrated Marketing Communication, specifically ontwo aspects, New Media (Internet) and Sponsorship. This research was conductedwith descriptive design and was a qualitative design. This research used Twotypes of data collection methods, they are primary data and secondary data andmethods of analysis of data was done by processing data obtained frominterviews, literature studies and field data so as to provide a complete picture.Based on the results of the study, researchers found that Enjoy JakartaPromotional Program was conducted by Promotional Office in Jakarta Tourismand Culture Office and was absence of Public Relations Office in theorganizational structure but exist in operational activities. Constraints faced inexercising the Enjoy Jakarta Promotional Program were budget constraints andcompetent human resources to run the program."

"Skripsi ini membahas mengenai implementasi kebijakan Enjoy Jakarta oleh Dinas Pariwisata dan Kebudayaan (Disparbud) DKI Jakarta. Kebijakan Enjoy Jakarta merupakan kebijakan yang bertujuan untuk meningkatkan citra pariwisata Jakarta. Proses implementasi telah menghasilkan keluaran kebijakan berupa program, laman, dan aplikasi perangkat lunak. Penelitian ini adalah penelitian kualitatif dengan desain deskriptif. Hasil penelitian menyarankan bahwa Enjoy Jakarta sebagai suatu strategi pemasaran lebih digalakkan kepada seluruh pelaku industri pariwisata Jakarta, Disparbud Jakarta harus mandiri dan kreatif meningkatkan citra pariwisata Jakarta dengan segala media promosi dan program meskipun dengan keterbatasan anggaran yang dimiliki serta diperlukannya evaluasi terhadap Enjoy Jakarta yang sudah berjalan selama 10 tahun.

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The focus of this study is the implementation of Enjoy Jakarta Policy by Jakarta Tourism and Culture Offices (JTCO). Enjoy Jakarta Policy?s objective is to increase Jakarta tourism's image. Implementation has produces several output, such as program, website and software application. This is qualitative research with descriptive design. The result of this research is to suggest that Enjoy Jakarta as a marketing strategic have to be implemented by all Jakarta tourism industry, JTCO should be creative & be autonomous to increase Jakarta tourism image with all promotion media and program even though there?s a problem on budget, and evaluation needed for Enjoy Jakarta that been implemented for 10 years."

"Kepemilikan empat unit bisnis yang bergerak di berbagai lini yang dimiliki RPX membuat perusahaan berpikir untuk menaungi dan menjamin merek yang ada dari setiap unit bisnis. Strategi corporate branding menjadi pilihan RPX dalam menjamin unit bisnisnya. Penelitian ini memakai Integrated Marketing Communications (IMC) sebagai perspektif dalam menyelidiki pengelolaan strategi corporate branding. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana corporate branding strategy yang dilakukan RPX dan bagaimana implementasi Integrated Marketing Communication di era media baru dalam mengelola corporate branding strategy. Penelitian ini menggunakan pendekatan kualitatif jenis berjenis deskriptif dengan metode studi kasus. Objek penelitian adalah RPX Group. Teknik pengambilan data dilakukan melalui wawancara dan studi pustaka. Sedangkan teknik keabsahan data menggunakan triangulasi sumber. Hasil peneltian menunjukkan bahwa RPX melakukan corporate branding strategy sebagai upaya menaungi dan menjamin unit bisnis dengan model identitas merek monolitik serta menggunakan uniformity model (strong endorsement) sebagai dukungan bagi unit bisnis yang dimiliki. Hasil penelitian juga menunjukkan dalam pengelolaan strategi corporate branding berusaha untuk mengintegrasikan komunikasi internal dan eksternal melalui beberapa elemen Integrated Marketing Communication baik melalui media tradisional maupun media baru.

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Ownership four business units engaged in various lines owned RPX makes companies think to shade and ensure the existing brands of each business unit. Corporate branding strategy of choice in ensuring RPX business unit. The study used the Integrated Marketing Communications (IMC) as a perspective in investigating the management of corporate branding strategy. The purpose of this study was to determine how corporate branding strategy undertaken RPX and how the implementation of Integrated Marketing Communication in the era of new media in managing corporate branding strategy.

This study used a qualitative approach was descriptive type of case study method. The object of research is the RPX Group. Techniques of data collection through interviews and literature. While the validity of the data using triangulation techniques sources.

Research findings indicate that RPX conduct corporate branding strategy as a shade and ensure the business unit with monolithic brand identity model and using the model uniformity (strong endorsement) as support for the business unit owned. The results also indicated in the management of corporate branding strategy seeks to integrate internal and external communications through several elements of the Integrated Marketing Communications through both traditional media and new media."

"Penelitian ini menguraikan proses Evaluasi Perencanaan IMC pada Proyek Kontroversial dimana terjadinya polemik di masyarakat terhadap Proyek Kereta Cepat yang baru akan beroperasi pada 2019 sebagai sarana transportasi massal modern. Penelitian ini bertujuan untuk mengetahui bagaimana penyusunan perencanaan dan implementasi IMC pada konsep public relation dan interactive marketing di proyek kontroversial Kereta Cepat serta program IMC yang mana yang tepat dan efisien untuk dijalankan pada proyek tersebut. Penelitian ini menggunakan metode kualitatif deskriptif yang meneliti kasus pada perusahaan Joint Venture PT KCIC antara Konsorsium BUMN dan Konsorsium Cina yang menjalankan semua bentuk program komunikasi pemasaran terpadu dari Proyek Kereta Cepat. Hasil penelitian menguraikan program IMC dimulai dari perencanaan sasaran sampai dengan implementasi mendukung tercapainya perubahan sikap positif pada target market.

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This study describes Evaluation Planning of IMC for the Controversial Project in the community where the polemic against the High Speed Railway Project that will operate optimally in 2019 as a modern mass transportation. This study aims to determine how the preparation of the planning and implementation of IMC on the concept of public relations and interactive marketing in the controversial project of HSR and IMC which are appropriate and efficient to run the project. This study uses descriptive qualitative method that examines case in Joint Venture Consortium between Chinese Consortium and SOEs consortium PT KCIC that runs all forms of integrated marketing communications program of HSR Project. The research result describes IMC from the planning stage to the implementation of targets that support the achievement of a positive change in attitude on the target market."

"Perguruan Tinggi memiliki peran penting dalam kemajuan suatu negara. Maraknya jasa pendidikan yang menawarkan begitu banyak program studi dengan keunggulan masing-masing membuat para konsumen harus lebih selektif dalam memilih perguruan tinggi lanjutan bagi mereka. Hal tersebut terlihat dengan semakin tingginya tingkat kesadaran masyarakat terhadap pendidikan, akan tetapi pendidikan yang sesuai dengan kebutuhan saat ini masih kurang dikenal oleh konsumen. Tingginya permintaan akan tenaga kerja dibidang transportasi dan logistik, membuat peneliti ingin mengetahui sejauh mana konsumen mengenal program studi transportasi dan logistik, dan sejauh mana pengaruh komunikasi pemasaran terpadu yang telah dilakukan terhadap kesadartahuan konsumen akan brand ini. Penelitian ini bertujuan untuk menguji bagaimanakah pengaruh Komunikasi Pemasran Terpadu yang terdiri dari advertising, personal selling, sales promotion, public relations & publicity serta direct marketing, terhadap Brand Awareness konsumen pada Program Studi Manajemen Transportasi dan Logistik. Adapun objek penelitian ini adalah mahasiswa STMT Trisakti dan metode penelitian kuantitatif dengan tipe penelitian eksplanatif. Data yang digunakan pada penelitian ini adalah data primer yang didapat dari kuesioner, sedangkan data sekunder diperoleh dari buku teks, internet dan jurnal. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling yaitu dengan teknik judgment sampling atau juga disebut purposive sampling selanjutnya dengan multi stage cluster sampling dengan populasi mahasiwa STMT Trisakti kurang lebih 3000 mahasiswa dan sampel total sebayak 169 orang adalah mahasiswa STMT Trisakti Semester 6 dengan asal SMA wilayah Jakarta Timur. Kemudian untuk mengukur besarnya pengaruh komunikasi pemasaran terpadu terhadap brand awareness perguruan tinggi, digunakan teknik analisis data regresi dengan menggunakan software SPSS versi 19. Dari hasil analisis yang diuji didapat public relations berpengaruh positif dan paling mempengaruhi terhadap peningkatan Brand Awareness konsumen pada Program Studi Manajemen Transportasi dan Logistik. Sedangkan advertising, personal selling, sales promotion serta direct marketing juga berpengaruh positif terhadap Brand Awareness konsumen pada Program Studi Manajemen Transportasi dan Logistik tetapi tidak setinggi pengaruh public relations. Hal iniberarti peningkatan Brand Awareness konsumen pada Program Studi Manajemen Transportasi dan Logistik lebih dipengaruhi oleh public relations.

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University has an important role in the progress of a country. The rise of educational services offering so many courses with their respective advantages make the consumers should be more selective in choosing College advanced to them. It looks with the increasing level of public awareness of education, but education that is appropriate to the needs of the moment still less known by consumers. The high demand for labor in the field of transport and logistics, making researchers want to find out the extent to which consumers know the course of transport and logistics, and the extent of the influence of integrated marketing communications that have been made against consumer brand awareness about this brand.

The aims of this study is to examine how the effect of Integrated Marketing Communication (IMC) which consisting of advertising, personal selling, sales promotion, public relations and publicity, and also direct marketing, can increase brand awareness of consumer on transportation and logistics management programs. The object of this research are students of STMT Trisakti and using quantitative research methods with eksplanatif research. The Data used in this research is the primary data obtained from questionnaires, while secondary data obtained from textbooks, journals and the internet.

Sampling technique used is the nonprobability sampling technique that judgment sampling or purposive sampling is also called next with multi stage cluster sampling with a population of STMT Trisakti students approximately 3000 students and a total sample about 169 people are students of Trisakti STMT Semester 6 with high school’s origin area, East Jakarta. Then to measure the magnitude of the effect of the integrated marketing communications to brand awareness to College, used techniques of data analysis regression using SPSS software version 19.

From the results of analysis which has been tested in the end, we obtained findings public relations, have most positive influence increasing brand aweareness of transportation and logistics management programs. While advertising, personal selling, sales promotion and direct marketing are also a positive influence on increasing brand awareness of transportation and logistics management programs but not as high as public relations. This means that the increasing of brand awareness on transportation and logistics management programs is more influenced by public relations."

"[ABSTRAKPenelitian 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.

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ABSTRACTThis 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]"

"Tesis ini membahas tentang strategi program dan kebijakan yang telah dilakukan dalam sektor pariwisata oleh Dinas Kebudayaan dan Pariwisata di Provinsi NTB selama kurun waktu 2008 s/d 2010 dengan target program berupa pencapaian satu juta wisatawan pada tahun 2012. Penelitian ini adalah penelitian analisa program yang dilakukan baik secara kualitatif maupun kuantitatif dengan menggunakan analisa SWOT (Strenght, weakness, opportunity dan threatness). Dari hasil penelitian disimpulkan bahwa:1. Kurang kuatnya landasan hukum membuat program Visit Lombok Sumbawa ini lemah dalam bidang koordinasi dan anggaran. Masih lemahnya koordinasi antar sektor pemerintahan dan swasta membuat sinergi program kegiatan belum optimal.2. Indikator kegiatan masih sangat kurang.3. Perlu adanya peningkatan kapasitas sumber daya manusia pariwisata baik untuk pelaku usaha maupun birokrat pelaksana kegiatan level Provinsi dan Kabupaten/Kota.4. Antisipasi isu keamanan dan krisis ekonomi agar industri pariwisata dapat terus bertumbuh.5. Penelitian dan pengembangan sektor pariwisata melibatkan stakeholder terkait maupun pihak akademisi untuk pengembangan sektor pariwisata selanjutnya.Saran untuk penyempurnaan program evaluasi ini dari sisi hukum maupun aspek legal formal adanya pembuatan RIPPARDA maupun PERDA\Pergub yang mengatur atau sebagai acuan dalam pelaksanaan program kegiatan pariwisata, kerjasama dan koordinasi baik lintas sektor maupun antar sektor swasta dan pemerintahan, Perbaikan terhadap target maupun indikator pelaksanaan program melibatkan berbagai stake holder seperti pelaku usaha pariwisata dan akademisi sehingga target program dapat lebih terarah dan terukur kinerjanya,Peningkatan kwalitas dan kompetensi birokrat dan pelaku industri pariwisata.

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This thesis discusses the policy and program strategies that have been done in the tourism sector by the Department of Culture and Tourism in the NTB province during the period of 2008 s / d in 2010 with a program target of achieving one million tourists in 2012. This study is an analysis of research programs conducted both qualitatively and quantitatively using a SWOT analysis (Strength, weakness, opportunity and threatness).Results of the study concluded that:1. The lack of strong legal foundation make the Visit Lombok-Sumbawa Program is weak in the areas of coordination and budgeting. The weak coordination between the government and the private sector on creating a synergy program activity is not optimal.2. The lack of indicator activity.3. Need must increase capacity of human resources for both tourism businesses and bureaucrats in province level activities and district/city.4. Need must increase anticipation of the security issues and the economic crisis,so the tourism industry can continue to grow.5. Research and development of the tourism sector involving tourism actors and academia to further the development of the tourism sector.Suggestions for improvement of this evaluation program of the rule and the formal legal aspects of the manufacture and PERDA\RIPPARDA\Pergub a set or as a reference in the implementation of tourism activities, cooperation and coordination both across sectors and between private and government sectors, improvement against targets and performance indicators program involving various stake holders such as tourism entrepreneurs and academics so that the target program can be more targeted and measurable performance, increase quality and competence of bureaucrats and tourism industry."

"Penelitian ini bertujuan untuk mengetahui proses pembentukan brand awareness dan brand image di benak calon konsumen, dari penerapan program integrated marketing communication pada produk jasa baru. Penelitian ini menggunakan pendekatan kualitatif berdasarkan pada kerangka konsep mengenai produk baru, brand awareness, brand image, dan integrated marketing communication. Kesimpulan utama dari penelitian ini adalah bahwa penerapan integrated marketing communication pada produk baru diindikasikan dapat membangun kesadaran merek dan citra merek, yang pada akhirnya membangun ketertarikan calon konsumen untuk mencoba produk jasa baru tersebut. Image positif perusahaan juga turut mempermudah proses membangun brand awareness dan brand image produk jasa baru yang diluncurkan, di benak calon konsumen.

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This research aimed at knowing the process of creating brand awareness and brand image in prospect consumer?s mind after implementation of Integrated Marketing Communication program in a new service product. The research used qualitative approach based on conceptual frame about new product, brand awareness, brand image, and integrated marketing communication. The research indicated that implementation of Integrated Marketing Communication in new product could build brand awareness and brand image that would eventually attract prospect consumers to try the new service product. It was also indicated that positive image of a company could help the process of brand awareness and brand image of a newly launched service product in prospect consumer's mind."