ABSTRACT

Implementation of Integrated Marketing Communication (IMC) Concept of Online Based Ticket Cinepolis Ponorogo
(Jacinda Illene Dickyana Putri)
(18240655)
This thesis is entitled Implementation of the Integrated Marketing Communication (IMC) Concept of Online-Based Tickets Cinepolis Ponorogo. The purpose of this study is to determine the Implementation of the Integrated Marketing Communication (IMC) Concept of Online Based Tickets Cinepolis Ponorogo. This research uses a qualitative descriptive approach method, which is research that provides symptoms, facts, or events systematically and accurately regarding the nature of research to analyze the truth based on the data obtained. Data collection techniques use interview and documentation techniques. The discussion is analyzed through the results of interviews, literature studies, and interpretations. The results showed that after conducting direct observations, discussing, and analyzing the results of the research can be concluded in accordance with the study of online-based ticket marketing communication analysis at Cinepolis Ponorogo is to apply 8 components of IMC, namely: (1) direct marketing (2) sales promotion (3) public relations (4) personal selling (5) advertising (6) word of mouth marketing (7) events, and (8) interactive marketing. Based on these 8 components, only 3 components have been maximally applied in attracting consumers to buy online-based movie tickets, namely: 1) sales promotion, 2) direct marketing and 3) personal sales.
Keywords: Implementation, IMC Concept, Ticketing, Cinepolis.