INTEGRATED MARKETING COMMUNICATION PROGRAM FOR SIAN HUTA SUMATERA MANDAILING ARABICA COFFEE

• Main Author: ARMAND NASUTION 29114863, RAYHAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23854
• Institution: Institut Teknologi Bandung

In this study, research was conducted on a company engaged in the field of coffee trade. The company <br /> <br /> <br /> <br /> was founded in 2012 by Dr. Mulia P. Nasution. The main business of this company is produce green <br /> <br /> <br /> <br /> bean coffee and sells it to café in Jakarta. <br /> <br /> <br /> <br /> <br /> The purpose of this research is to formulate integrated marketing communication to promote new <br /> <br /> <br /> <br /> product from PT Sian Huta. Research is done quantitatively and qualitatively. In the quantitative <br /> <br /> <br /> <br /> method, the researchers distributed questionnaires to 100 respondents. They are asked to provide <br /> <br /> <br /> <br /> opinions about the choice of promotional media proposed by the author. The result will be the <br /> <br /> <br /> <br /> foundation in determining integrated marketing communication program for Sian Huta's new product. <br /> <br /> <br /> <br /> For qualitative methods, the authors conducted interviews with the management of Sian Huta to <br /> <br /> <br /> <br /> validate the problems and determine the appropriate promotion program to run. <br /> <br /> <br /> <br /> <br /> Based on survey and interview results, the authors formulated an integrated marketing communication <br /> <br /> <br /> <br /> strategy for Sian Huta. There are 7 programs recommended by the author, which are official website, <br /> <br /> <br /> <br /> product placement, social media, coffee exhibition, event sponsor, media article, company video. The <br /> <br /> <br /> <br /> implementation of this integrated marketing communications program is then divided into 3 phases <br /> <br /> <br /> <br /> according to the needs of the company.