Achmad Dafa, Tsaqif Marega (2025) ANALISIS INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN PENJUALAN PROPERTI DI PT JATI SARI MAKMUR BERSAMA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Integrated Marketing Communication (IMC) is a proposed strategy to integrate all marketing communication channels so that brand messages can be conveyed consistently and coherently. This study aims to analyse IMC strategies and their impact on increasing property sales at PT Jati Sari Makmur Bersama. This study uses a qualitative approach to gain a detailed understanding of the implementation of IMC strategies involving the interaction of various elements, including advertising, social media, digital marketing, personal selling, and public relations. Data collection was conducted through interviews, observations, and documentation of seven key informants. Data processing used thematic analysis, including data reduction, data screening, and decision making. The results show that PT Jati Sari Makmur Bersama synergistically implemented nine IMC components, driven by developments in communication technology. This implementation focused on three main pillars, namely increasing data-based leads through digital advertising with content marketing and soft selling, which resulted in a 500% increase in survey numbers. Conversion is achieved through personalisation and intensive emotional engagement, particularly direct response (WhatsApp) and personal selling using NEPQ (Neuro Emotional Persuasion Questioning) techniques. Thirdly, long-term reputation is built through digital public relations and CSR programmes. Keywords: Advertising, Content Marketing, Integrated Marketing Communication, Sales Enhancement, Soft Selling
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Achmad Dafa Tsaqif Marega | ||||||||
| Date Deposited: | 19 Jan 2026 05:02 | ||||||||
| Last Modified: | 19 Jan 2026 05:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48733 |
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