| dc.contributor.author | Murti, Iris Indira | |
| dc.date.accessioned | 2026-03-04T07:32:43Z | |
| dc.date.available | 2026-03-04T07:32:43Z | |
| dc.date.issued | 2022-11 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9285 | |
| dc.description | After the pandemic, the enthusiasm of production house customers has decreased, on the other hand, CV. Produksi Harfmedia Indonesia doesn’t have a marketing strategy that fits the company's needs. for this reason, it is necessary to make appropriate planning and strategies in order to increase the customer of Production House services. The research objective is to formulate a marketing strategy that can be applied to CV. Produksi Harfmedia Indonesia, this study uses the Quantitative Strategic Planning Matrix (QSPM) method, this type of research is explorative qualitative, data collection method in this research is interview and documentation, the object of research is 13 informants, 5 competitor informants, 5 service user informants, and 3 company internal informants. The results of this study, 8 alternative strategies have been found, including : Market Penetration by carrying out extensive sales promotions, increasing market share by participating in the procurement of advertising services through LPSE, Joint Venture with Marketing Agency in the city of Surabaya, Increasing competitiveness by identifying products using UVP (Unique Value Proposition), product development by increasing the quality of production results, Product Development by increasing Quality Control standards in production through Dispatching, Product Development in film production, the company added new HDP program (Harfmedia Development Program), Lastly the companies must Improve the production control with Shooting Equipment suppliers | en_US |
| dc.description.abstract | Pasca pandemi COVID19 antusiasme pelanggan pengguna jasa rumah produksi semakin menurun, disisi lain CV. Produksi Harfmedia Indonesia tidak memiliki strategi pemasaran yang sesuai dengan kebutuhan perusahaan. untuk itu perlu membuat perencanaan dan strategi yang tepat agar dapat meningkatkan pengguna jasa Rumah Produksi. Tujuan penelitian adalah untuk merumuskan strategi pemasaran yang dapat diterapkan bagi CV. Produksi Harfmedia Indonesia, penelitian ini menggunakan metode Quantitative Strategic Planning Matrix (QSPM), jenis penelitian ini adalah kualitatif eksploratif, metode pengumpulan data dalam penelitian ini adalah wawancara informan dan dokumentasi, objek penelitian sebanyak 13 informan yaitu 5 informan kompetitor, 5 informan pengguna jasa, dan 3 informan internal perusahaan. Hasil penelitian ini didapati 8 alternatif strategi diantaranya melakukan Market Penetration dengan melakukan promosi penjualan ekstensif, meningkatkan pangsa pasar dengan mengikuti pengadaan jasa pembuatan iklan melalui LPSE , Joint Venture dengan Marketing Agency di kota Surabaya,Meningkatkan daya saing dengan mengidentifikasi produk menggunakan UVP (Unique Value Proposition), product development yaitu dengan cara meningkatkan kualitas hasil produksi, Product Development dengan meningkatkan standart Quality Control pada produksi melalui Dispatching, Product Development pada film production Menambah program HDP (Harfmedia Development Program), dan yang terakhir adalah Meningkatkan kontrol dengan pemasok Shooting Equipment. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Strategi Pemasaran | en_US |
| dc.subject | QSPM | en_US |
| dc.subject | Industri Kreatif | en_US |
| dc.subject | CV. Produksi Harfmedia Indonesia. | en_US |
| dc.subject | Marketing Strategy | en_US |
| dc.subject | Creative Industry | en_US |
| dc.title | Perumusan Strategi Pemasaran Menggunakan metode Quantitative Strategic Planning Matrix ( QSPM ) Pada Industri Kreatif Film dan Periklanan di kota Surabaya | en_US |
| dc.title.alternative | Formulation of Marketing Strategy using the Quantitative Strategic Planning Matrix ( QSPM ) Method in Creative Industry Movie & Advertising in Surabaya. | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Damelina B. Tambunan | |
