Sumber: www.hyundaimobil.co.id

Judul Skripsi:

EVENT GAIKINDO INDONESIA INTERNATIONAL AUTO SHOW (GIIAS) 2018

STUDI KASUS PT HYUNDAI SIMPRUG JAKARTA SELATAN

Skripsi ini diajukan untuk memenuhi persyaratan dalam

memperoleh gelar Sarjana Ilmu Komunikasi

Nama : M Reza Alfiandri

NIM : 1410411053

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” JAKARTA

2019

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Kupersembahkan skripsi ini untuk orang tercinta dan tersayang

Ayahanda, Ibunda tercinta, Adik, Orang Terkasih Reni, Indira, Frida, Nadia,

Khay, Ratih, Fian, Gibral, DickHouse dan Kerabat PostCoffee Stations.

Kupersembahkan skripsi ini kepada kalian atas kasih sayang dan bimbingan selama

ini sehingga dapat menyelesaikan skripsi ini dengan baik. Banyak sekali hal yang

saya ungkapkan tetapi tidak dapat diungkapkan satu persatu. Semoga hasil dari

perjuangan saya selama ini dapat berbuah hasil yang manis.

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ABSTRAK

Penelitian ini bertujuan untuk mengetahui perkembangan penjualan PT

Hyundai Simprug Jakarta Selatan pada saat mengikuti event GIIAS 2018, seiring

dengan berjalannya dunia otomotif yang sangat digemari banyak masyarakat terutama

untuk kendaraan bermobil. Banyaknya saingan penjualan dari berbagai brand

otomotif ternama di Indonesia yang masing-masing menunjukan teknologi otomotif

yang terkini yaitu salah satunya Hyundai Mobil yang meluncurkan produk barunya.

Hasil penelitian diperoleh dari hasil wawancara ke berbagai narasumber

seperti President Director PT Hyundai Mobil Indonesia, Public Relations PT

Hyundai Mobil Indonesia, dan konsumen yang datang ke booth Hyundai saat event

GIIAS 2018 berlangsung.

Adanya metode penelitian yang penulis pakai yaitu metode penelitian

kualitatif karena penulis ingin mengetahui peran PR PT Hyundai Simprug melalui

event GIIAS 2018. Data yang dikumpulkan dalam penelitian ini berbentuk kata,

kalimat, pernyataan dan konsep dikarenakan penulis ingin menggambarkan secara

terperinci dan mendalam mengenai topik penelitian ini.

Kata kunci: Komunikasi pemasaran, Event, Strategi komunikasi pemasaran.

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ABSTRACT

This study aims to determine the development of sales of PT Hyundai Simprug South

Jakarta when participating in the GIIAS 2018 event, along with the passage of the

automotive world which is very popular with many people, especially for motorized

vehicles. There are many sales rivals from various well-known automotive brands in

Indonesia, each of which shows the latest automotive technology, one of which is

Hyundai Mobil, which is launching its new product.

The results of the study were obtained from interviews with various speakers such as

the President Director of PT Hyundai Mobil Indonesia, Public Relations of PT

Hyundai Mobil Indonesia, and consumers who came to the Hyundai booth when the

GIIAS 2018 event took place.The research methods that I use are qualitative research

methods because I want to know the PR role of PT Hyundai Simprug through the

GIIAS 2018 event. The data collected in this study are in the form of words,

sentences, statements and concepts because the authors want to describe in detail

about the topic of this research.

Keywords: Marketing communication, Event, Marketing communication strategy.

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DAFTAR ISI

HALAMAN JUDUL ....................................................................................................... i

LEMBAR PERSEMBAHAN .......................................................................................... ii

PERNYATAAN ORISINALITAS .................................................................................. iii

LEMBAR PENGESAHAN SKRIPSI ............................................................................. iv

KATA PENGANTAR ..................................................................................................... v

PERNYATAAN PERSETUJUAN PUBLIKASI ............................................................ vi

ABSTRAK ....................................................................................................................... vii

ABSTRACT ....................................................................................................................... viii

DAFTAR ISI .................................................................................................................... ix

DAFTAR GAMBAR ....................................................................................................... xi

DAFTAR LAMPIRAN .................................................................................................... xii

BAB I ............................................................................................................................... 1

PENDAHULUAN ........................................................................................................... 1

1.1 Signifikansi Penelitian ........................................................................................... 1

1.2 Fokus Penelitian ..................................................................................................... 11

1.3 Pertanyaan Penelitian ............................................................................................. 11

1.4 Tujuan Penelitian ................................................................................................... 12

1.5 Manfaat Penelitian ................................................................................................. 12

1.6 Sistematika Penelitian ............................................................................................ 12

BAB II .............................................................................................................................. 15

KAJIAN TEORI .............................................................................................................. 15

2.1 Penelitian Terdahulu .............................................................................................. 15

2.2 Konsep-Konsep Penelitian ..................................................................................... 20

2.2.1 Komunikasi Pemasaran..................................................................................... 20

2.2.2 Strategi Komunikasi Pemasaran ....................................................................... 21

2.2.3 Event ................................................................................................................. 23

2.2.4 Jenis Event ........................................................................................................ 32

2.3 Kerangka Berpikir .................................................................................................. 37

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BAB III ............................................................................................................................ 38

METODOLOGI PENELITIAN ....................................................................................... 38

3.1 Pendekatan Penelitian ............................................................................................ 38

3.2 Sifat Penelitian ....................................................................................................... 38

3.3 Informan Penelitian ................................................................................................ 39

3.4 Penentuan Informan ............................................................................................... 39

3.5 Teknik Analisis Data ............................................................................................. 41

3.6 Teknik Keabsahan Data ......................................................................................... 42

BAB IV ............................................................................................................................ 44

HASIL PENELITIAN DAN PEMBAHASAN ............................................................... 44

4.1 Deskripsi Objek Penelitian .................................................................................... 44

4.1.1 Tentang GIIAS 2018 ......................................................................................... 44

4.1.2 Profil Perusahaan Hyundai ............................................................................... 47

4.1.3 Visi Dan Misi Hyundai ..................................................................................... 52

4.1.4 Arti Logo Hyundai ............................................................................................ 52

4.1.5 Struktur Organisasi Hyundai Simprug .............................................................. 53

4.1.6 Job Description ................................................................................................. 54

4.2 Hasil Penelitian ...................................................................................................... 56

4.2.1 Analisis Keberhasilan Hyundai Simprug Di Event GIIAS 2018 ...................... 58

4.2.2 Kejadian Di Lapangan Hyundai Simprug Saat Event GIIAS 2018 .................. 59

4.2.3 Strategi Hyundai Simprug Dalam Memberikan Informasi Saat Event GIIAS

2018 ........................................................................................................................... 61

4.3 Pembahasan ........................................................................................................... 62

4.3.1 Event GIIAS 2018 Hyundai Simprug ............................................................... 62

4.3.2 Strategi Hyundai Simprug Dalam Menjalankan Event GIIAS 2018 ................ 67

4.3.3 Analisis Event ................................................................................................... 70

BAB V ............................................................................................................................. 75

PENUTUP ....................................................................................................................... 75

5.1 Kesimpulan ............................................................................................................ 75

5.2 Saran ...................................................................................................................... 76

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DAFTAR PUSTAKA ...................................................................................................... 78

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DAFTAR GAMBAR

Gambar 1 .......................................................................................................................... 20

Gambar 2 .......................................................................................................................... 27

Gambar 3 .......................................................................................................................... 28

Gambar 4 .......................................................................................................................... 33

Gambar 5 .......................................................................................................................... 35

Gambar 6 .......................................................................................................................... 47

Gambar 7 .......................................................................................................................... 50

Gambar 8 .......................................................................................................................... 51

Gambar 9 .......................................................................................................................... 52

Gambar 10 ........................................................................................................................ 53

Gambar 11 ........................................................................................................................ 57

Gambar 12 ........................................................................................................................ 57

Gambar 13 ........................................................................................................................ 64

Gambar 14 ........................................................................................................................ 65

Gambar 15 ........................................................................................................................ 69

Gambar 16 ........................................................................................................................ 71

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DAFTAR LAMPIRAN

Lampiran A ........................................................................................................... A1

Form A2.2 ......................................................................................................... A1

Surat Riset ......................................................................................................... A2

Surat Persetujuan Penelitian .............................................................................. A3

Lampiran B............................................................................................................ B1

Transkip Wawancara ......................................................................................... B1

Lampiran C............................................................................................................ C1

Sertifikat ............................................................................................................ C1

Lampiran D ........................................................................................................... D1

Daftar Riwayat Hidup ....................................................................................... D1

Lampiran E ............................................................................................................ E1

Dokumentasi ...................................................................................................... E1