Rater, Salya (2020) Analisis Dampak Penerapan E-Integrated Marketing Communication (E-IMC) Pada Perusahaan Startup. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Dipicu oleh kemajuan Teknologi Informasi, tren evolusi dalam pemasaran secara signifikan telah menyebabkan berkembangnya Komunikasi Pemasaran Terpadu berbasis elektronik (E-IMC). E-IMC telah berkembang menjadi bagian penting dari perusahaan rintisan (Startup). E-IMC memiliki keragaman keunggulan yang diakui dan bermanfaat seperti biaya rendah, kecepatan, pengurangan hambatan geografis dan efisiensi. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologis. Penentuan sampel menggunakan teknik snowball sampling dan teknik pengumpulan data dilakukan melalui wawancara mendalam (indept interview) serta dokumentasi. Analisis data menggunakan traingulasi sumber data karena data yang telah dikumpulkan berasal dari sumber yang berbeda-beda. Informan dalam penelitian ini adalah pemilik dan karyawan startup kategori cloud computing dari 2 perusahaan yang berbeda. Penelitian ini bertujuan untuk mendeskripsikan dampak penerapan komunikasi pemasaran terpadu yang diterapkan perusahaan startup kategori cloud computing. Hasil penelitian diharapkan bisa mendeskripsikan dampak penerapan E-IMC pada perusahaan Startup dalam mempengaruhi inovasi dan kelangsungan hidup perusahaan Startup.
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Due to the rapid development of Information and Technology, a significant evolutionary trends in marketing has led to the development of electronic-based Integrated Marketing Communication (E-IMC). E-IMC has grown to be an important part of startups (startups). E-IMC has a diversity beneficial advantages such as low cost, speed, reduction of geographical barriers and efficiency. This research uses a qualitative method with a phenomenological approach. Determination samples using snowball sampling techniques and data collection techniques are done through indepth interview and documentation. Data analysis using traingulation of data sources because the data collected has come from sources that are different. The informants in this study are the owners and startup category employees cloud computing from 2 different companies. This study aims to describe the impact of applying marketing communication integrated implementation of startup companies in the cloud computing category. Research result is expected to be able to describe the impact of implementing E-IMC on startup companies within influence innovation and the survival of startup companies.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTSI 658.802 Rat a-1 2020 |
| Uncontrolled Keywords: | IMC, E-IMC, Startup, Cloud Computing, Metode Kualitatif |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. T Technology > T Technology (General) > T58.6 Management information systems Z Bibliography. Library Science. Information Resources > ZA Information resources > Z699.5 Information storage and retrieval systems |
| Divisions: | Faculty of Information and Communication Technology > Information Systems > 59101-(S2) Master Thesis |
| Depositing User: | Salya Rater |
| Date Deposited: | 11 Mar 2025 04:03 |
| Last Modified: | 11 Mar 2025 04:03 |
| URI: | http://repository.its.ac.id/id/eprint/72704 |
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