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Submitted
March 22, 2017
Accepted
March 22, 2017
Published
March 22, 2017
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Abstract
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.
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How to Cite
Khotimah, N., & Sari, R. P. (2017). Strategi Intergrated Marketing Communication Bioskop Platinum Cineplex Solo dalam Menarik Minat Penonton. Jurnal Komunikasi, 11(1), 63–74. https://doi.org/10.20885/komunikasi.vol11.iss1.art5
