STRATEGI INTERGRATED MARKETING COMMUNICATION BIOSKOP PLATINUM CINEPLEX SOLO DALAM MENARIK MINAT PENONTON

Abstract

ABSTRAK Banyaknya bioskop di Indonesia, antara lain Cinema 21, XXI, Blitzmegaplex, Platinum Cineplex. melahirkan persaingan untuk menarik minat penonton. Tujuan penelitian ini adalah mengetahui strategi Integrated Marketing Communications (IMC) yang dilakukan pada bioskop Platinum Cineplex Solo dalam menarik minat penonton. Dengan menggunakan metode deskriptif kualitatif, penelitian ini menunjukkan bahwa untuk menarik penonton, Platinum Cineplex melakukan proses pemasaran yang dimulai dari analisis peluang, analisis kompetitor, segmentasi pasar, menentukan harga, distribusi, promosi, kinerja karyawan, proses, lingkungan fisik. Beberapa kegiatan promosi yang dilakukan Platinum Cineplex adalah kegiatan yang menunjang keputusan promosi, aktivitas promosi penjualan, hubungan masyarakat, pemasaran langsung dan sponsorship. ABSTRACT The growing number of Indonesian cinema theaters, such as Cinema 21, XXI, Blitzmegaplex, Platinum Cineplex, was demanding the competition to attract the viewers. The purpose of this study is to describe the strategy of Integrated Marketing Communications (IMC) performed by Platinum Cineplex Cinema Solo in attracting audiences. Doing the qualitative research, this study indicates that Platinum Cineplex Cinema Solo performed marketing process starting from opportunity analysis, competitor analysis, market segmentation, pricing, distribution, promotion, employee performance, process, physical environment. Promotion strategy did by Platinum Cineplex Solo include promotion decision activity, sales promotion, public relations personnel sales, direct marketing and sponsorship.