NIRMALASARI, KHARISNA (2023) PENYELENGGARAAN EVENT SADARI EMAS PT PEGADAIAN AREA MALANG DI DESA TULUNGREJO KOTA BATU. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
PT Pegadaian is a BUMN institution engaged in credit services based on mortgage law. During an internship at PT Pegadaian Area Malang, the author was given a
project by the company to help maximize and equitable distribution of customers. There were problems with PT Pegadaian Area Malang to promote their gold
products. The problem was that the local communities does not know about PT Pegadaian's non-pawn-based products. Low literacy regarding PT Pegadaian's business portfolio as a whole, especially in the field of gold investment, was the root of this problem. This has caused the company's gold products not well known in various market segments especially in suburbs. During the internship the author
then conducted a survey in several villages with the aim of finding out which villages could be the target for marketing the company's gold products. Therefore, a marketing event was held in Tulungrejo Village, Batu City to literate gold
products owned by PT Pegadaian. The purpose of the company holding this event was also to establish communication and cooperation with the village. The people in general still did not feel the importance of investing in gold. With this project, the company hope that the local communities would be aware of the importance of investing in the present. This project was implemented in September 2022-January
2023 and then there was regular customer monitoring. There was 1 project that was carried out, namely the implementation of the Sadari Emas event. Sadari Emas
was an event and literacy socialization activity to the village community. The literacy was about the importance of investing in gold. This event was held in 14
Rukun Warga (RW) and also there was the inauguration of a "village that is aware of gold investment" which was held in Tulungrejo Village, Batu City. There were
several stages of organizing activities that were carried out through coordination meetings with the team, surveying the location of activities, implementation of
activities and evaluation. The final achievement of this project was the implementation of the Sadari Emas event in Tulungrejo Village, Batu City. Tulungrejo village was being one of the options for author and teams because the
village has up with PT Pegadaian, therefore the local communities had some knowledge about the company's products.
Keywords: Marketing Communication, Event Marketing.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:04 |
| Last Modified: | 25 Oct 2024 02:04 |
| URI: | http://repository.machung.ac.id/id/eprint/232 |
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