KOMUNIKASI PEMASARAN PT PINDAD (PERSERO) DI KAWASAN ASIA TENGGARA

Abstract

This study aims to describe and analyze The Integrated Marketing Communication (IMC) of PT Pindad (Persero) in marketing of weapons in Southeast Asia. This study based on postpositivism paradigm, qualitative approach with case study method. The informants consist of four people were purposively selected. The technique of collecting data through interviews, non-participant observation and study of literature. Data analysis techniques through interactive models Miles & Huberman, while the data validation techniques through triangulation. The results showed that the IMC of PT Pindad is through events and experiences, sales promotion, public relations and publicity, direct Marketing, personal selling, and advertising. The reasons of PT Pindad using IMC mainly because the application of the of G to G which emphasizes lobbying at the government level as well as bilateral relations can support all marketing activities. Evaluation of PT Pindad’s IMC generate output activities that contribute positively to the personal selling activities is through lobbies to government as well as the placement agents representative of PT Pindad in various countries of Southeast Asia representative. While the lack of marketing activities contribute to sales of defense equipment that is advertising. Keywords: