Aktivitas Komunikasi Pemasaran Terpadu PT. Prima Inti Nusa dalam Membangun Citra Positif Perusahaan

Abstract

This study aims to analyze and evaluate the integrated marketing communication activities carried out by PT. Prima nti Nusa in building a positive corporate image as well as to analyze and evaluate the supporting and inhibiting factors in building its positive image. The theory used in this research is Marketing Communication Theory. The research method used is qualitative research with constructivism as is core paradigm. The number of informants in this study, reaching data saturation, is nine people divided into two categories: four key informants and five triangulation Informants. Data collection in this study is conducted through interviews and non- participant observations. The results show that to build a positive Image manifested through word of mouth, PT. Prima Inti Nusa uses a mix of sales promotion and personal selling. Supporting factors include the positive attitude of the marketing team and a mindset of not being easily satisfied, while inhibiting factors include the negative attitude of the marketing team, a mindset of being easily satisfied, and negative issues spread by competitors.