per an an promotion pada p.t. faroka s. a
TRANSCRIPT
S K R I P S I :
M E D IA T R IX A R I N O T O
P E R AN AN PRO M O TIO N P A D A
P .T . F A R O K A S . A .
F A K U L T A S E K O N O M 1 U N 1 V E R S IT A S A 1 R L A N G G A
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
PSBJHJff PEOMOHOH PADA
P*T* FABOKA S*A«
Scripoi iBlojuktsi untuk ncQcsiuhi oyarat guna
aoneapuh ujiem Sarjcna riconosd Ju ra sen Feruoohacn
Oloh •
HESXATflXX AHIROTO
Jlo.Pokok i 3712/FE
FAKULTAS IKOEOMX OTIVEBSITAS AXIELAHGCA SJHABATA
1977
So sen PaaMrafcing, Sekretcria
( P ra Sc« jsded.lono Ahlpro.lo )
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CAEA PZ7GA3VA3
Gtarlpol I n i fecal cuoua u ata li coX oa£:api in c a o -ta c a a dan
ncacoahi c y a ra t-o y c ra t Calca ncnccoai cpIg^ C orjcna E^cnoni
Paracabeaa pada FaZoiXtaa Cfcoacai C nivonoitoo A irlancca* G frripai
ycn0 ta si co in s i n i ndataft caa tu p c a ln je a a s o ca^cnai *' PE2A!7£r7
F & zzm m PAX& P .T , FASCIA G*A. *»
KoXclut fcoaoapatan i n i fcm l c&a£acap&m to ritsa fcaoih
yanc oobot»r*boaam ya Uopada i
X* Xba £ara* Ec. £(7 g g in lp a r floara KacMn oobocai dooon p o t t o -
b in e don Capa!? F a ja r notonocoro c o ta c a i fcancaltan yanc to -
lo h oosberifeoa cs-ttu dan b inb incpa d al an pcnyusaacn c& ripai
in i*
£ • Hapa^ dan 11m doosn yaac to lab csabcrifcan das» poncotaftaca
dalea bidanpaya a a a ia c -ncaln c o o lcan fcaa i cobacai ca h aa icra
n & s lta o C roacsi U aivo rc itaa fir la n c c a *
3 . Capai racbaat* Kooaaih dan Cocat^oro d a r i P«?« roro&a 0*A.
ttalcac yanc td a h fccoi fcaa^ancij, a tao feantaennya daXan cco-
b a r i t e d ata-d ata yanc caaca* borcunn b a d penyucunea t&rip->
o i in i ,
4* Ayah* Jba* Adifc-adii: dan oc^uanya yaac toXaa cocboaritaa do-
roncan d cai bcrhooilnya otadT fcsai.
naoyadori bafcca d a les pcnyacunan c Jir ip a i in i c a s ih
ti^ rcacaa^ k o k u ren ccan y a i o cn c in ca t bcnaspucp Itca l c a -
n ib C33Gat torbatao , nafca oocala k r lt ift dan iansa»aayao po* -
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
balkon ftkaa fc&ai to n a a d a r i oiapapun,
A khlr fcata, hsrepan b a d atfalah ck» q£& afcripo l m i da
p a t tor& a& faat fcaci P*t« raro lia 0#A. dan b a c l fc lta eo
oua*
9
Carabao , Beoeatwr £977 •
roayucun,
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
xsom n u x
ttoicmm
rata rcrcjOTAn ............................................................................... *• i
DArTAT ICI ............... . ................ .. H i
.....i
Pcnjoloooa Judul ......... .. 1
ftlc s an^olcoaa pcm ilihan Jttdul £
Porcapalohon Csxx pcakataoan c lir ip o l .................... .... 5
f ilo tio a tll ia cCaripoi ................... ............................. ............ .. 3
notocoiocy ......... *. .** k
B A B tI i &&££*-CASAH Pin<3STIJLT tm niT lO ........... ................... 6
1,1* Foacortlon daripafla r ro a o tlo n dan rro c o -ti« n £&» 6
1*2* Ta^ucn d aripada p rcao tio n . •# .« .» ,* ,»***«* 14
X»3# r ro c a tlo a <UU&jsti d a r i cadu t M oya .*.«** 16
1*4* P roootioa yaac o ifo tn y a la o id o o t l l »«», .«« IS
1*3* P ordapon dal a s p roootlon *, * * *• <.* • *** * ** * SX
X.6. notodo-sotodo da laa promotion ........................ 2U
I*?# Fopbodoaa a a ia re poroonol c o l l in o don can
i l j c^ ir^ is/u c:nr.i atf?i p . ? . fARortA o*a, uaixtq **.* £3
11*1, r«jara& olncJiat C a por^oabancan poruca *l i a i i i i - *-fc %* % ******* * 23
H i2« Of^Q&io&oi pow o&bflfln 53>
XI.3* d i ’i^ c ix 'l pfoduh ***••»••••*•••**•<(***««• 36
ZX*I»« rrooco produced cocara c a r lo bo o a r ***. •• 30
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
B A D i B alaam
I I I I PBCMOtlCTI PADA p*f. FARCKA «.A, 49
XXX.X* Poajo lcoaa usua ........................ .. 43
I I I . 2. A rt! a & re rtlc ln s pafla P*T, fim & a 0*At * £2
XXX*3, laUtor**fo!ttor cpa yenc Doapcncaruhl p ro -QOtlOD «.»»#«»-« «• * *i i* » j • 54
xv i K EC ii^tiun ran saiui) - sab« i P, * * * *. # # * * * * ... * * 36
XV*1 #. £ c a lc pul aa l i i i i t i i M t t M * * + * * £56
XV*0# r<flroQr*oiirtui *#** *•*•**. **»* ** €0
OA77A0 KfJ CfcjTAKAAH 65
I f
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
P C M D A B U C A n
P o n io lo i^ Ju d u i.
Ealou d ltin ^ a u uaha lo t l la h P ro n e tlo o d lh ld a a c posaaa -
ran b o ra r tl proaos yens cacbsn ta dsn conborll&cn kocan kopada
co lon p e a h e n untufc ocafcoli taran jc / jaca* Donges p o aco rtlan -
to roobu t naka ’'Prom otion* noncckup perlfclenon, p o rco a^ l s e l l -
inc* oaloo prom otion dan l a la - la ln a l a t un tuk ncnlnckatircn pen*
Jualnn*
Concern "e io tin approach” yann dlanut oloh banyals poru -
saftaun d l aoearo-aocara naju dlbldanc pcaacartm, cckn
proaotlon adalah oato koharuGan natttit co lcnciap l o le tea pcca -
oaran yenc bulat* Codanc kalcu d l l lb a t d a ri cudut to o rl ofcono-*
a l tujuen utaoa dari proaotloa adalah untuh acaccooor tcopot -
dan bcntult dari kurva poxolataan ataa fcarenc yaac d lju a l oloh
cobaah porucahaaa, Jadl deacon nexecaaafcaa "promotion" , oafra
poruaahaaa ooncharcpltan untult Boala£fcattean voluno pcnjualan
pada tlnckat horca to rten tu , Porcaahaan ccacharapltcn pula hah*
tra •’promotion" dapat ccspcncaruhi kcaulurcn porsln taaa dari
barcntf yang d ljua l ya ltu o£ar eupaya pornlntaan to tap tldak
oulur (Ino lao tlc) pada fcanalltaa horca dan p crsla taca alum cu -
lu r (o lao tlo ) pada ponuruaan harca.
Don£cn donililnn caoo lah prom otion sortipaftaa caa tu h al
yang can c a t p o n tin e d a le s bidanfi pcaaoar en yaac "feodoro, karona
l tu la h aaka •♦promotion” haruoloh dlcunokan oobalk~halknya,
Itonglngat pontlngoya poraaaa d a r i Mp ro n o tlo n ,T dan k a ro -
1
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
a
na d a laa paabahasan e k rlp o i i n i Kaal Boacadakan poain,jaaan di~
peruoahaan ro&& P .T . Faroka Q.A, f nafca a k r ip d i n i framl b t r i
Ju&a I « PErunAII p m x ftzo x PADA p,t* fakoxa s*a, »*
A laoan-alooan P ^ llA h an .Twflal.
Kani tordorong untult Daabahaa B aaalah I n i o o n cln o at pen*
tin cay a " p^oco tlca 11 c a s t I n i sa k ln te ra o a ta ra ta o a daagac
banyofcnya p©ru©ahaan»pa*aaahaan baru yonc OQE£baeilkan b a r one-
barono yanc ao jen io cusuptm baranD-fcaranc o u b c t l tu d , Juga por**
uoaboaii-porua&ha&a lo rn yasg to la b c capo rb© c a r bapa& itas p ro *
fluhainya oim iabulfeaa aaeeoan-aacam an bag! paruaahaan in i* E« -
ngaa prom otion in i paruoahnaa amghixpa&tium pon jualan alian da —
p a t C itinckatim n dan bagi peruaahaan yens eudah b e r ja la n baifc,
deaGan prom otion diharapkaa ag a r vo luao p an jaa lan yens ta la b
d icapol Gcfcuranc-UuranenyA dopat dlportahonlcan * Dal o s paabaha*
nan I n i porucahaen adalab pora&aboan rokok p u tih dlnna*
bony ah Get a l l ta rd ap a tcy a oaiRcan bail: d a r i rokok p u tib nark
la in n y a ooupun rako& krata^x dan rokok la a r &9£ari» aa tsa oau
tld a k nan h a ra s diatetti bahva p rono tion eobacai a la t pooo&aran
yanc an a t p en tin c perononnya dalasi parucaboaa o o p a rti in i* Ca-
bab i t u prom otion ftoadahaya diadakaa a a tia p ada konaapataa *
bail: yana b o ro ifa t in o id e n til ateapun yon a b o ro ifa t tarco**&« -
neruo.ftara&a pe& tlncoya paranas M p ro ao tio n n in i la h cako -
* d a le s cU xipai i n i feaal oaacoba uatuU oaabahac v prom otion « -%
d a r i Faroka S#A« daa feaai oeseoba aa tu u oaaboylfcnn k o e la -
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
puXaa daa ooran -carca yaac o u n £ tia dapat d lcnnahan.
3
P < »r?rea itfm .to i. P c n te ta sm _ rm 9 iil>
Pada usunnya o&salaft 7005 O ihodo^l pcacanaba diM-dcng
pccticaroa banyoh ynnc e ssa c n ta ra la in ccro^o c!:ca barosoha ~
uatu lt c o a tng&otfcon pcajnalcnajra pada t i n c ^ t feorca yana to r */
te s ta <&sn tw m m ha cmttCi ooz^oxauoa deorcb pcr.rraranr?ys» S cro -
na I tu la h d ip o rlu i^ a e a a ta c a ra ct^ar bem anea d ap a t lo b lh no -
agonal 4 m ccnyufcai barcajj yanc d lju a l olofa porucahcan* Den
caret i t u la a to y a a d al ch don can n prom otion **« Dcacan odanya
* Promotion t! boraag yean d i^u a ! perooahaan c&ca lotoib diixooal
o l«h fehaloycU w a a i t oohincca depat caaiafculkan ko ing liiaa ca -
tute occeoba dca keaa& ca chon ccabollnya*
te x t u ro lca d ia ta s nj&a d opetlah d ita rlfe U coicpulcn *
banta yanfl c c a ja d i nattolch po!ic^ do lca d ir lp o i I n i adoloh udc*-
to»acoha yaac dHaftcmcftcn. uatufr coaln& at& aa v o lto o p cn jaa lsn
cuatu perapohaim Ufcncucnya c c ac saa i p o a jo a le a rc!to£. y eas d l -
p roduo lr o loh P.T* ftorofea fi.A .
Calca tfxxipci I n i pcobate&saa hoayalaii Itca l ta ta x rl no *
ncoaal poranan 11 prom otion w pada P*T. Forofca G.A* codaa£tao
concoaal lo la - la la h a l b i la p c riu a!tca d io in ccu ac e sc c ra d a c
ha t»
P ln tln n tih n
D ales e ^ rip o i yaac e sn c a t oioefcat i n i t e a l afean e<m£o*
ro ik aa dc&caa qlngU at o a to r l d a r t pada c k r lp o i. O trlp o i i n i
cueaa Coles ra p a t bab* fiobolua c u lo l Bab I to r lo b ih dabu
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
lu fccol cucun pondabuluoa yonc to r d l r i d a r i c a ta ca a^ a i dcncsa
l i c a .
Fondafaulucn 3 Ue^apabon pcattaholuoTi da**lpada pcaboatan c itr ip a i
cobolus fc ita ooapol pado pcatahasan tc o r l ,
B A B 1 t Elhupca to o r l~ te o r l ycac fcsrhufcaaccn dencon Rft *
oalch a o r ta to p ic daripoda tflirip a i I n i . Kal i n i
unfculx dapat dicttnahan dolan noocadalum c n a ila a
a o r ta pecocahan oacalnh t Pada uauanya to o r i i n i
aorupc&fia l ib r a r y ro ao arcb .
D A B XI s tauraSJraa to a ta n c Gcabarcn waua d o rl porueahaan
Farc&a &*A* yanQ l o t o d porucahaaanya fccr-
ada d i Kaleac* C a lt conccnai ca jcra tn y a* orcotxl^
cso ln y a , tc a tc n c pro<Sn^ dan proooo p rodu trdnya,
B A B l i t $ Ealca t a t i n i fecal uroiU an tc a ta a c prom otion da^
lea hufrmcE&nya doacaa t-arfcotlnc d a r i poyasah ac t
to rc o ta t*
B I B ZV : m o la i feoni noacoba c c n a rlii fcoalnpalcn, oonccftc-*
lion# c a r ta concoba nccbori& ca caro n -o aran yang
smncScLn fcoracafcat bag i P-T. Fferofea S , A. Ualcna»
rotod aiom .
Adapoa ootodo fcer^a ycac toaai por&uu&an d o le s poaytica
non o iirip o i i n i la la h t
1 , P ro lirln o ry eurvcy*
Paler? tohap in i dladakaa o b eo rra c l « a t» yanc duolsusum
Ico a neacadatiaa earvoy pado PfT* Faro.’ia &«A# flalcnc*
4
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
2* E ate CQllcctXnQ and fa c to fiindiac#
Salca tohap i n i Cl e a r l d a ta~ d ata yang bcrfcntouacaa don£&n
pro coo protiaim l* e rc ^ i lcas i ln to ro dca p o a s a ro a d o rl b a o ll
prodo^ctaycu In i d ll cfcafraa dlfcaelSQ profiafcd , b ac lca c f c l *
o le t r a d den bacloa pca jo alen kbaouanyo baglcn procool*
Adapun cotodo pcncaapulca d a ta ycac t e a l pcrcocofecn odalch♦sotod© c a rrc y don cotodo o b o o ra a d .
* ttotodo curvoy adalch ocaoa cotodo imtufe nc^poroloh d a ta
c o ld u l / c c d n ta fcotorcnc^a-kotcrcnccn d o ri euabor -o o n -
b*r ycafl feorcoac&atGa* Dorl ootodo tmrvoy I n i fceal dopat
oeaparoloh feotojcacca-Uo tortrncan c o n c c a d p o rlo tlis a -p c r -
i c t l c a peda caea I d a *
* r.otodo obscnm ol cd a lah cotodo aatufc ceacuairalC oa d a ta «*
dancan c c u c ltu tl p c r lc tlc a -p o r lo t lc a y cas cadaag b o r^ d c a
daa yens haroo d ltm c^o p dan d ic a ta t , J c d l b l lo ©da k o to -
rcncco-lso tcraac^3 yenc fcuranc Jo lao yoac d ip o ro lo h d o rl
ootodo carvoy dapat k e d p cro loh doncsa ocacadafcon oboor-
v o d .
3 . £ n d lc a d a ta daa peacolohan d a ta .
Eata yoac d ipo ro loh d lo lo b dan d lc n a llc a untuSx pcrayucuaan
c& rip ttlt A nollca «&cn feed latai&ofl bord&oaafeaa podoaon 11 *
to ra tu ro - lltc ra tu r© daa portlD banoaR -portlobancan ckeaoal
pcrucahode
it* Ponyaoonan c irrlp d *
t a d n i c ^ r lp d fced bftat bordacar& aa o n o llc a d a r l d a ta -d a ta
t o m t o l d a ta a *
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B A D X
BACAB*DASAR PE*QEHTJAff STOUITIS
X.l* P-OTJgqgtHm jla f l ^ ggQBotloQ » dmL," P ro c Q tlP a r ig *».
Banyak o r*ac barpeadapat bahro ia t l la b * * io t l l a h
Bija lU n c" dan '*!3carotins” nonpuayai a r t ! yaac &aaat ta ta -
p i oobcaaraya "oolli&c** hanyalah aorupabaa ea le h o a ta d»«*
r i doniklan banyan fcoaponon / unsu r 'tosurfKfttl&o'1* D oaikiaa
p u la halaya don can •’© ellln fl" daa "p ro ao tio n " a o r ia c * i *■
pargu&altaa d a lca a r i l yang casa , ootfdpun p ro a o tlo a d l *
a^ccap oobacai lo t l lo b yang lo b ib to p a t. P arana eollifcG
bonyal ah corupalian cobaclaa d a r i prom otion dan p rooo tion
oorupal’ m aebaglaa d o rl p rograa ea rfca tin c aaca ra fcaaolo -
robaa,
l e t i l a h "p rcc o tio a" d ib id aac peaaoaraa b e ro r tl
proaoa yaag noabantu dan ocab«riU aa beaan fcopada calon
p o ab e ll uatuk ao ab o li baraag / Joaa# Deac&ta p o n co rtian
to rao b u t oafca **pjro»otloan oeacakap p® rih lananf p o rao aa l
o o llla C t oaloa p ro n o tio n dan l a l a - l a l a a l a t uatu ii coainc*
fcatkon ponjoalan* On tu t: tid a h t e r dapat kabineuneaa d a l an
lc t l l a b , calm dalazs paababaaan l a l i:ani ooacadaZiaa porbe*-
daaa p a a c o rtia a c n ta ra r .o iiia g , r ro n o tio a dan C alce Pro ~
notion*
"S aU lae” adalob yanjj barbnboncaa doncaa p c o la da *
ban hak o llifc C tro a a fo r o f t i t l e )*
£
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
n Prom otion #t oofeocnl d o f in ld yens d lp l l ih oloh
£aoricon tto rho tlfig A ssociation i n th o pcrccnn l o r ic p o r-
oonol prococo o f a o o io tin c cad / o r porcund lnc a p ro s
poctivo cuo toccr to tray a co sco d lty o r a oorv ico o r to
a c t favo rab ly upon cn id e a th a t hao o e z so rc ia l o ic n lf i -
canco to tho c o lla r# 11
Sodcnc * oaloa prom otion 11 hcnyalch oorupc&an ba •
S im d a r i * prom otion **# ftcn u ta t A corican ttarixotlOQ Acco**
e la tio n yenjj d ifcutip oloh S tan ton t oc&o oaloo prom otion
Those c a rb o tln n n c tlT itlo o . o th e r th en p e r -* oo&nl © allln jj, o d v o rtlo in jj and p u b lic ity , th a t o tla n » la to concrcnor pu rchaalnc and d e a le r o ffo c tiv o n o co » cuch oo d lo p lay , ohotso and ©spool tio n o d o aa n stra tio n o cad v crio u c n o n iocu rroo t o o llln fl o f fo r t n o t i s th o o rd in ary rou tine*
Dcnc^n d o t i c approach yanc d la n u t o loh bcnycU
pcrucahcnn d l n o cn s^n o cam yanc o a ju d lb ld an c pcaaoaran ,
Doha p ro o o tlo a adnlah c a tu koharuoan unti& colontfLapl
a io tio pcoaoarcn yanfl b u la t,-
D L llhat d a r i cadn t to o r l Qsoooai tu ju c n u tan n d o ri
* prom otion n adalah untaft nenccooor te a p o t don bontuh
d a r i fcnrva p o ra in ten n aft&n barenc yenc d lju a l o lo h oofeuah
poruoohaan*
^ d l l c a J , n tan to n , _oy F ourthe d itio n , IlcGrmr m u Jnc«, 1973, h o i. ¥67*
alW .d. . h a l. **34.
7
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SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
8
Untufe i n i dapat fe lt* l ih a t d a r i gaabar d lbavah i n i t
GOAL or PIK&SOTIO& - TO
CHA3G8 PATTERS OF DEMA30 FOR A PHOEOCT
Deacon meacadakaa p ro co tio n oafta pom aohaaa can©-X
harajkan ustuk sanincfcatfcan vo luaa pon jualon pate, t ln tf ta t
hare* ta r ta a tn , Perucahaan ccncharapltan p u la tootoft 41 p ro -
c o tio n n dapat ooapcncaruhi kem ularan p a rc ln ta a n (Sari txw
renfi yonc d i ja a l y a itu a c a r oopaya p e ro in ta a n to ta p tlrtafc
tro ie* t in o la s tio ) pada kenalkan h a rca dan p o rtd n taan
akan c u lu r ( o la a tio ) pada ptnarunnh hares*
Jo d i pada daoarnya, p roaoo i oorupokon o u ata l a t i *
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
hc& 4oIs3 coacTQ&zon ia fo m c d s / c c o l le t Aon
D oqpoacsruhl. C o tlc p -tic sa y a ad a lah txarhafcuncaa d o le s ho i
poacartloB featett* coDborifcaa la fo ro o s l ndaloh coycfclaftan $
don eabalifcaya* jlkci cooronfi d iy d iirJm a nsha o a n g tla d ia
JafP d ifecri la f c r e s a i .
S e p e rti to lo h bX%a U otabai p rc c o tlc a c o l ip a t i feorw
bocai ootodof ya&£ p a lia c a t r a to c la ad a lch t o H i r i d&rl
c sp a t fcca^oaca o o p o rti ysnc ^Xterm & im o loh P . E o tlo r
y a lta sd rorticln# ,pox*coaal c a llia # * p a ts ,lc ity <fcyj co lon **
prom otion yaac dapat d lcuaoton untafc ooaccpat tu jo c n d a r i
p rocrco pojjJoolcn yens &t£9te>t *pro=otlon dx**.
Palco osm m tu^ea p ro o o tlo a d s cda c$pafc fa c to r
yanc osnpcacanxtti y a l ta i
1> P^nr-»aann. Jrran tw iro d ta .
Jo a lah dcna yano ada / to rc o d la an ta b prom otion noru *
paiuta fa lito r yanc ca a c a t c c o o a tu ia a , Poaracahaan do *-
acea daa& yea# caixup / teaancon ya&n lem caur dapafc lo**
b lh ncccafaathan a d v e rtio ln c doacaa coxa yanc loM fc
o f f c k t l f dltaftdlnd& ao dcacra pomcafcaan ycac D cspuayai
hoxkcxkom to rb a ta a , C oballkayo poyaoaliaan h o c il a ta u
ycrjc fcoaancaaaya lo sa h lo b ih cosyu^ai uatu& ooncadrtrnn
p ro so tlo a o o lo lu l porconal a o llia e * d a a lw d isp la y a *
ta n ttcacadafcftti fcorjaesaa daloa td d a ac a d v w tla la e cm *
ta r e o a a u fa c tu iw daa r o ta i l e r .
9
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
2) filte t-.itai5 liada.jaoqg>
fic p c rti d a le s poroool&a lo in a y a d a lca biCanc narfco tinc
fcoputucaa oanaconoat conccaai p ro m o tio n a l-a ir Jaca <&**
poacaxohl d o b c l f a t daripada pooar# S i f a t d a r i pcoar
to rc o tu t c o l ip u ti i
a ) Luoo go o crafio d a r i p o sa r.
Pcrucahoaa ycno banye oo& jud d a le s p eo ar - paoar
Xc&aX biacanya noncGuaaJsan unour^uacur prom otion
yong oa&cat borbeda don can porucahoon yo»o cteapa *
n y ai ocopo p a sa r naoioncl* PorconoX ooX Iinc G an k in
acncuhupi d a iea cu a tu p acar Xc&al yens itcdl, to ta ~
p i biXo paoar ces&hin ooluco oocnra cew crofio* oaka
tc& eaea yanc Xobib bacar b ioaanya d lta ja tu tt pada cd-
v o r t id n c .
b) K o accn tro d d a r i p ao ar.
Uatah pooacataa d a r i paoar ocapoocarah i prom otion
d a r i cuntu poruaahaaa doncao t i c a c a ra »
1* J ik a ju n la b colon penbo ll / Xoacccncn ooXurobnya
fcodl, tw£i» p cn ju a l Xobib to p a t untuh oonahafiftcn
pada porooaal o o ilin c d arip ad a a d v e rtid a n *
2* <Jvolah d arip ad a typo-typo lan ccaaan p o to n o lil
ycac borboda*boda Jugo coapoacaruh i p ro o o tio a a l-
o i s youc djgonaftrou Guatu pa c a r yaoc torkoaooa -
t r a a i pada a a tu typo loacc&axm o ta a in d u o tr i a **
lutn ocnsadc&an p roao tionaX -o ix y aac borboda do -
10
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
u
aeon pQTuaaftaon yanc ao a ju n l fcopada beroacco -
nacsa lencsanan ycno borboda* roragohsan yanc ~
o en ju a l hanya pada aa tu typo lancccnon cxtixu l a ~
d u a tr l coagxln dqpat coli& t& cn p cru an a l o o llin c
dencca © ffc& tlf don oodihit ad sro rtio ln c dalco
promotion* gofcalifcaya portioaboon yanc c c a ju o l
teopoda boraa cao-cacca koaeaaon ataopun in f ia o tr i-
acaa o^cn Gc&cads&ia prom otion doncaa oobo&Un
bocar borupa a d v o rtid n C i codaac doncsa porco *
noX c o llln a o a ja ofean to r lo lu cab a l to tu ii nenco-
p o i f in a l cuatoaoro*
3* Calaupua poruoahaan d ap a t n en ju a l dcacaa ccopo
p aaar nao tona l dsn paaaraacya t o rl^n o ca t r a o i pet*
da bobora$a te a p a t, pada typo i n i po rconal oolJU
ta g dapat dibonorfcan, dan b l la IcacG&ica to rc a *
b ar luoo , aaTxa pccw&aion p erso n a l c o l l ln c tid a h
dapat dibcnar& an.
o> l^rpo d a r i Id n a ^ c ^ lc n c c o a o a *
S tra to c i d al an b idanc p ro a o tlo a d lp caca ru b i o leb
oaoarca poraoahoan daloa koaponyo pcajualoacya* &l~
ea lay a fcalnu m tujafcan pada ic d a c t r lo l uaor* rusafe
tancc* - ruaab tan cca hon canon a ta a o ld d lo sc n , n i «
oalnya, strata fcanpeayo poracaboea y ts g d lta ju k a n
kopada ro ta llo ro ahcn lo b ib banyok noncc^alxan p c r-
ixm al a o illn a d a r i pada ^ifca o asaraa koapanyo portw
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
d itu ju lion untc& ncaariU fccacasca-fconouDOn c-zblr
3) fflfct.fln rl.iM w fti* .
Concasoro coodo In d u s tr ia l cpoCa c o rln c ^ o ll oosfca-
ta to c a 6 tra to £ i ycao b crlo in sa* Pcr.liilan s o la d a l o
co m racro coodo co ad lrl« prom otional a t s dL pescaruhl -
o lob psaccoloncm Xoblb lc n ju t d a r i concasoro cso€o ,
y a ltu o^Qlxxb produls tc rc o sak d a lca convcnlcnco, chop -
p in e , &tca c ^ c c id ty coo&u P crucabcm ycao csr& sctfxca
convenienco c^odxa pada csaecya acn itil:~ b o ra tlian pada
c d v o rtic in c d itc n ta h dcngm tia£Ler d icp lay* co£anc por~
sonal c o llin g cocac^nc porancn ycna aeatcnta*t>nts& la*
d a o tr la l coodo Jucn p o rlu d ip o r tia tc n £ ^ n tor&&sa& da-
le a cslcac=» yenc n c n d a h produ:; ycnc dipeoarfcca. Ho -
crin-co&ln n ico ln y o , b icnm yo ditefcai& sn pada porcona l
eolX inc fccreaa p acer yaac c&Acat to rfca tca d lbsad lockca
doncan io d a o tr ln l c°odu lc in n y tu A lccan lo in ndnlnh a -
n i t pon jualca yonc caaznyg b cw p , profiut^produl: Uedan#
badcaa ocabotuKion p en jo laaas dan p e rin o io n to r tc n tu 8
dan personal ca rv ico ycac diporlu& oa oobolus dan coca-
dah pen^ualcn .
%} gnhf^Jlrartn jajftton h*hi<farrn
ncnuru t n« flten ton o iftluo Uobidupca produfc dapat d ib a -
Cl dc&ca cnca tafcap, y a itttJMln tro d n c tio a , u ro trth , ca *
tu r i ty , sa tu ra tio n * docilno dem abandonment*
IB
^£MA»» tool* 475.
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
Pada tahap in tro d u c tio n p cn ju a l barua corancoanc
p r ia a ry daoaad oobclua l a boreoaha trntolx ooaC arcac fcoaeo-
n«n terbadap p o ram tcaa cn a ta ncrfc to r to n tu . Pada talw p
to re e b s t Xaac^anan tid c ft nonco tchal a;?al:ab l a ncnci»C in -
h as prodsCt Itu * Oloh fzarozio I t s p rom otional o tra to c y yanc
dilcZu&ea adgftoh a o b a r l ko torcncaa den ccadidtfc la n c c a -
non p o to n o lil. KoroSta fearua d ib o r i tab u te a te n c ortanyo
prodofc l t u f ta c a lc c a a digaaaftan, opa c a n fa a ta y a yanc d i -
borUtan d a lea ccjuccTxnn koinc^ncn*
QUa caa tu poraoabcna co&prosoalfean ouata proCaii
baru a ta u c o r in tia au n ts paoar baru b tascn y a p r c a o d 41 -
tokenism pada poroonal co l 11ns* £ c lc in l t u Ju^a cunc£in
trad o Can f a iro cearu cy a i pcranan yen# pea t in e 6a *
l t p p rco o tio a n ix , fcbucucnya untuJi in d u s t r ia l cooCa yanc
diJuG l la a c a m c dar1 proauaon feolcncoanaa* ra d a ta b sp per-*
taagohan dalca o ik lu o fcebldupan produ!t, p rom otional n ia -
ebon lo b ib ccntnf^&t&oa porcaan d o rl o d v c rtia ln c* tanccn*
nan oudoh acnyodari can fc a t-c sn f e a t d a le s pcCToo k o ln c i -*
non yens dtborifcan produii, doncaa dcaltilc n tuc&o untuk
ao ab o rl fcotorcacsn dan poadld lhoa d ap a t to ta $ dllaSsulton *»
o o la lu i aC vortlolnc* d l a pro&& to la b cc2 ialu i t c h a ^ to *
bop portoacabsa dan B oaorik porooin*pa yanc b o ra t, ad v cr-
t lc in c lo b ib d ia rah ix n oobocal a lo t untuix c en th a t dan coo*
tajO ii doripada bemya co bacal p co b crl & atorcscca* F o rc a i *
ocan yang boros ceaccklbat& an ponJual*-pon^cial un tuk ooac*
13
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
ngolaoxfeaa b ioya yaa;: lo h ih becar d a lo a a d v o r tic ia a daa
doncan deaUtlim c o n ^ k ib a tk o a ponuroaon la b a yaac dip«*o-
la b pada tab ap -tab ap c a tu r ity dan c a tu ra tio a *
Pada tobap aM vlr d a le s a lk lu e kobidupaa prodols ,
p o rp ln taan a tao produli ceo co lan l ponuruaaa dan luned ian
cu n £ iin d ibo lucrliaa d a r i pocar a tau tid a b diprodu^ca. l a -
C i. Don can d ca ib ian uoaba-uoaba prom otion un tu^ produit
yaac beroaog& tan Juca dibontihea#
•2*S o ticp pora s ahaap t baib l t u porusabocn in d n o tr i t
a ta a perdoconcon afeaa o a la lu borucaba uatuk nenporboear -
voluno pon^ucxlcmnya a tau borucaba an tab aoaporbooor bedu-
duitannya dldolcca p ao ar. Cancan d c n ih iaa h a l i n i b o ra r ti
bobva p ara boaoaaoa ok on dopat n o aifcn ati produb h i to do ~
neon bailt# Eaci n a s i2ic*^aoiQ0 pom oabaan uoaba -u cab a un
tu b oocporbooar volus© p ea ju a laa nfcan cecpuayai boroaceo-
Barren c m * tfntu^ oaaa« bontuii yaac in s ln diporcoaefcaa la -
la b doacea cooporcuaaban / ocngadattxm "p ro n o tio n * yonc co -
na p rcao tio n afcaa oorapabaa bactan to rc c a d ir i* b c rd lr i •
o e a d ir i a tau dapat oorupe&an boclan d a r i eu a tu deportoaat*
1* rorueaba u a tab ncoperboocr / ccaiacfcatban voluno pon -
Juolcn pada tin efca t b arca dtaaaapun* Hal i n i b o re r ti
bafata b ac i cuatu porueabaaa alien c o la lu borucaba on tub
noncadobaa p rono tion oecora tc ru o -o cao ru o da l on borba-
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
&ai dan car* tcrhadap .p roduk yanc easa# n is a l **
ay a ; uoaha i n i lal& h d el as bcntuk-bontuk a ta u penbuac-
Ituo ? a n j <U cnatif d lp a rb s ik i yanc lo b ib cen o rilt d a r l
ceau ia aeb lncca p a ra ko n & xm n atsm coa£an£^a? talm a
d i paoar ta la b b o rcdar fcaranc y«afi d i oaspum akan* pada
b a l produl; tc rc o b u t to ta p ©osa, cobincca dancan d a a l -
fciaa p a ra Loncasen aiica lo b ib to r ta r ik daa lo b ib ba ~
ayali ccaboliaya*
2* Baruoaba untuh to tap oagjportabay&an volmao pcn^ualca -
ay a . Doncan adaaya p rono tioo yanc tartto-D oaoruo to ru -
tm a untuk coaoaoor® coo do yanc to rco lo n c pada * e ra -
vonionc® coo da n nafca p a ra fcoaconoa akan o o la lu t o r i -
n e a t t«rbadop produh i t o , A pabila p a ra Uonoooon o e ra ~
oa&aa ahan Uobutuhaa to rbada? eoeuatu protfufa to r tc n tu ,
ooiia car-oSa atian lo b ib e e le fc tif d al an p ilih a n -p llib a n -
nya* Cntab c o l l b a t honaustaa^&oasascn ia l la b ocCia p e r -
uoahaaa barua conptinyai cuatu prom otional p ro cran yanc
b a ll:, oobiacca n an tin y a p o rtc n a -to a a ocroka a£cn to r -
ta rifc dan ta rp iiu it to rbadap prom otion ta d i dan boruach*
ba an tuft c c n c^ c acu s ttn ja don fcocil ewJiali fcccunc^lnan-
aya untub ooacaba csrsbell / c c a ik n a ti to rb ad ap lo in
produh.
5# Earaoaha aatuls noacocab fccnunckiaan tin b a ln y a produ£c
bora paoar* tJoaha«ucaho p ro a o tio a barua d lp o rc i-
a t dQ^gnri oc&oud uatuli ooacocah ao a r tldau: tlo b u l pro*
15
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
da&~proda!x bora yaac Ju o tru b lo a canyainG i produU yang
cudah bcrada d ip c sa r to ro o b u t, llic a ln y a p ra so tlo n yaac
Xobib B oaarliij c ^ a b c r-c ^ b o r yaac Xobib o o n a rik , no -
nyodlakan fcadiah-hfltitah a ta u Uupcn-!iu*>03 d lI .,s o h la c c a
bcoun^: Inoa p ara p eaala# yaac baru tid a l: nadah oooasu-
Ui p asa r,
<t* Eoruaoba untui: coaporoloh bsuatua^ao co cara fcontinu© p
d alaa calxtu yaac paajanc* Apafoeh dan can adanya proao -
tio n i n i bXoa d lp a a tlh aa alton d lpo ro loh kountuacon ©o-
c a ra fcoatlxroe d a laa Im & ta vs&tu panjauc* OXoh fcarona
i t u tu ju a a d a r i prom otion ia la b aco r pahoud uato& o ca-
p ero leh fcountuaoaa w c a ro U ontiauo d a la a Jon£ :a wa^itu
pan Jane 6apat to re c o a l. HaolX y aac dapat d ic a p a i do -
a can p ro n o tio a daXaa Janc^o poado^ tld a h dapat difcotiv-
bu i doacan p a o ti, apahab haoiX i t u b o ro ifa t to ru a go *
aevua a ta u hanya borXoitu untuft va&ttt yaac tid a h la n a #
So done k cun tun can yana diporoXob d a r i p ro a o tio a fln lm
Joact&a pan^aac dan fcontinae a£an cocpcayai a r t i $anc
Xobib to c a r daripada *: cun tun can yaac d ip o ro lo b dnlnn
jan{2=a poa^olt, toncoa d ca ik icn Uouatuacan yaac d lp o ro -
Xoh daXaa jan c^a paa^aac fcontinuo alian aerupa^an Joo i~
ucn bacX poruoahaan to re o b a t aatuls dop&t to ru a b o r ta -*
ban / borfcenbanc demean b alir.
1C
1 , 3* t o i lCuatu prom otion dapot d it ln ja u d a r i bo rbagal cudut
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
o o p o rtl drurd oudut ttopontlngaa peruaahaoa, o f f lo tc s o l , cu~♦
d a t b loya Can lo ln - la ln * ltobaaya':on* porncahoon n o n in jau *
nya d a r l ccd a t fclrtya, apal^ih e l f a t p ro ro tio n I n i to ra a -
m n o n sp td r s i f a t in a ld e n t i l a ta a n ^ n y « l nafcsud
la in , rooaaunnya in i dllaln& an doncan o cn c ln ca t a!wn ho -
poatin£aa tio y a ycoc to la h dU colaariics cn tu ^ nc^oud to r -
co b u t. C o p erti fe lta U otahul bnhva cocoa pcnncluaran bloya
tm tub prom otion co y iag b a li ro ry p c ix a on^ioo to ro c n d lr l T
yanc p a lln c beoar d a le s c^n ta peraoa& aaa baboon loblfc bo-
©ar dartpada ooltmifc onc^oo p rodalu£ .
Peabaclan prom otion d a r l cudat M oya n o llp n t l ?
1 , S ln d ah ao -tln d alx a p ro n o tlo n yanc o lfa tn y a to ta p .
T tndatan-tlndat'jxn p rco o tlo a yean d f a ta y a to to p / rou
tin e dllflfrnTrpn oocara toruo-acaora© o&pan^anc tahtin
dan b laya yanc dlfcoloarSica a a tu i c d x u d l a l cudah da ~
p a t d lp o rb l tun &x*n t e r lo b ib d a ta ln , Pada ar^nnya W xya
yanc dU iolucritan tld n S boloh c o lo b lh l b lay a ya»3 cudah
d lto top lam I tu .
2* prom otion ycnc a lfa tn y a In a l den t i l .
Tindot‘.a i^ ttn fo ^n n I n i fccaya d lla^u lion apafcila can ca t
dlraoaUcn p o rla cek all* D lcalaya pnda c e n t-c o a t volano ponjuolcnnya corrarun a ta a adonya cu a tu prcduli yanc bo
r a , Bssa bocaroya b laya untuft oclicad l n l tid o fr dapat
d lpo rh ltanC ian to r lo b lh daiulu*
1?
Ftebsnya-ian perusahoan d l In d o n esia borcendorunc ****-
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
tuts r& nccnbil t?-ngc?:aa r rc a o tlo n ycnc c ifa tn y ar
m
In a l tz n tH U aroia porutoibsaa-porucalseryi i n i fcnrn ckcn cca~
p o rc la t d r l^ j b iftn fl p rc-.o tioanya M in d ircoaticn tc rd a p c t
caatu U cncrocotaa dal<n voluno p ca io alaaay o o tc^ oatuic
ncqportahenJiaa Loduduhaacya dalcn pr.car* Hoi i n i ooboaar-
nya barua d i£ a y a n £ io , itarcoa Csacsn rc n y o lc n c c ^ c lu n p ro -
c o tio n pcda coat ycac to p a t, na!s& h a l i n i b e r o r t i tah ca
voluno pcn jualan ol:an to tx p dapo t d iportalm nhan, bab^cn
c&en dapat d ip crb caar don d a a c ^ d aa iliio a b e r a r t i Juca
dapot n o aca tan i pcrcaincannya.
I -V VXZWS&j&MaCJOXtT alch difccnubalina dldopon, babca kobcnyalton poruca
baan-porucahaaa d i Indonoola l n l prom otion hanyo b o ro lfa t
in o ld e n ti l« h a l l n l o o n cin ca t babca b lay a -b iay a u ctu li pro*
co tio n adoloh tld o lt co d itiit* Untuh r.cnjolaolien lo b lb le n -
J u t d a r i prom otion yang o lfo tn y o in o ld c n ti l , caha fc ita
l lh a t balm d a r i T.oonard rar<5y#^ yaac oeaba£ l tlad aticn
prom otion t a l d o les dun banian ycac bo c a r , y o itu *
I* TindaJzan- tindahan p rc a o tic a ycac dapat n cab o ri c a a fa a t
b a d p ara podaGanc*
P ara pencuoaho pabrlfc o o lo lu borucaba dcncaa
bcraacaa caro u n ttfi noqpcncarubl fconca^on a c a r oorcka
18
kZcx6y to c c a rd , ra r o to p ec traa , n»V4 U trc c b t, Act c o r pea, 1965* bal* UG*
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
te rao csan g daa borc*nd*rua3 an tu l: n c s b e li prodaU co r* -
tea* E al I n i b o ra r ti p ara pod^caac c&sn r.en d fsa t nanflo-
a tn y a . C ara-cara yanc la s ln d ip a ^ a i p a ra p o u ^ ca h a yanc
oebaifcnya dapafc ccabw rl c a n fa a t ta & p a ra podaconc i a -
la h s
1 . toncaa ccnbcxl& aa pa ton can / d isco u n t tia rca untnli
t io p - tia p p c sb o li / pcnyolur a& a fcaoil prodi£mya»
2 . ftcaborlUcn faaClab-badlab, o in a ln y a tc rh ad ap pen bo -
lio n d a r i caa tu produh# corc& a c&an n cn o rln a oecua-
tu badlah to r ton tu*
3« Concern acaborikan produk dcn^an ju a la h ex tra* n l -
aa lnya torhadap pcnbolian oobanyaU 10 u n it oLgxx d o - ,
ocarina U u n it , a ta u a o ta lilin y a , n io a ln y a doacan
n o ab o li 10 u n it co r« te hanya cLan coabayar 9 e n i t ,
fiobaliiinya u n tu i oulioocnya naafca*oaaha tc ro o b a t d ia ta a ,
h araa loh p u la dtpcrfcatifcan h a l-h a l c o p o rti d lbacali i n i s
a* Poraodiaan yens adn pada p ara podacaac baru« dapat
nondoroncnyn codoniU iaa rupa oohincca produls-prodafc
y m c d ib o lin y a i t u dapat to r J u a l dan to rc o b a r ooca-
r a loao* < 12;u t naobanta podacanc d a lca ccuacaxticn
proda^nya ) *
b* Cocrcac podacanc o xsn o o la lu borucaha uaU& oenba -
t a d Ju a lah co d a l yanc ofcm d ita n a a i t u d a l on caa tu
produls to r te n tu caja* A pabila fcal i n i borbaoH ? aa»
lia aorix yanc dran dllroaoai d a laa pocar afcaa to ta p
19
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
dan b a d p c ra pocolnc I d a c!ica tz&ch d a l ca b o rcc ln c
ito *
II* Vi n to o n - t l nficSon p ro so tlc a deacon cxoa toruausca da-
p a t a c a l 'jc a tl cocora Icnccsac*
C alcs h a l i n i tindcEttm«-tln4ebaa don co ra -c o re
karuo costipc^GJQ Guotu porcnccanc uatoix DOcpcacaruM
p a ra faonoansa ac o r corcJia cclcixcane^an pcabollca*
C aro-coro yens Ic c lo / c s r io c dipcrcuaafccn ia la h i
Q ) Dtmcsm oonborifcan bon-bon padn p ara p c a b o ll b o ra r-
t i bahca o lcp a yaae ccdogsbg t e acrjpuoyai *
bsh no ta li c o n t r o l oh potoocan hor£a yens to r to r a
d a le s boo. to rcobut* .
2* Dou^an cocboriizcn hadiob-badlab fccpada p a ra fcoacu*-
can den colon koaouaon. Untuh in i cdo bcrcacc3~ca-*
ccd ca ra o lc a ln y a ccayuroh ltopada p cab o lln y a cm ta li
nmicuapulUan poatm*0mo*pc=)ban{£a£aya dan d a lan *■
juc&tih to r tc n tu ahaa d lb o rlh an badloh tc rtc n tu *
5< foac*m conborifcon p rcoalo d&a p o o tca lo porooncl
co rv ico . Clceanyo l n l dllc&ccac&cn unite* boraxes *
barenc fconoaacl yenc bortnftca le a n C ccan fo c tu ro d
concancro c©°do > o o p o rtl ocoin-m ooln, o o b il,T .V * #
Ic a a r i oo d ll* Korean W nccnya untuU baron
ln l pcoc&alannya adal&h u a tab 3o a £ :a p^njenc* Hal
l n l dop&t jW aknaaaftnn doncon Jn lc n ocabo rliicn co
ronal* oencadakon ro p o ra c i den cobaco inya.
20
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
4« Rsagsa coaberXkttn contob-coatob oocnra cuna^ouna «
Coatoh i n i d ik lrln im n cocnro ctEsc-cuaa doncaa cnix-
trad batara p a ra iioncrucon n u lc -n n la noncobonya, Uo «*
audicm diluapap&aa ekm cocbo linyo untua o ato ro cay a
(Son den can doaifcioa dapat dibayapfcan p a ra booousca
a&aa a e n ja d i Icnccrncn to tap*
5* Deztcan ocnc&dc&aa pcaarcurc^peiuatraraa yanc difci ~
sriciian pada p a ra hoaoiiacc, n a i n i yanc akan d iit l ~
ric& cn ia la h borupa cu a ta d a f ta r c a ta ta n d ioana di~
cantuattan hal^hn l yang p o n tin e n eaccn ai cm ata pro*
dak t o rtc n tu n ic a la y a donenn barcn yanc lo b ib $ aa -
dab darlpada h arca cofcarucnya,
1 .5 . Pfim lnrnn <!nlm .«' P rcn atio n
Pada umasnya yanc a e n ja d i ta ju a n polioCt d a r i o o tia p
ncaba p ro ao tio n oootn porucabcon io la h ontuU nocporolob
bountunccn d a lca Jan £ ia pan ja n e d ifiasp iao tu ju a n » tu ja an «
yanc la in a o p o rti yenc dioobutfcan didapon# Oloh fcarona i -
tu # fc ita harua ooncotabui dan aencada& m cu atu c n a lic a
yanc oo&e&aa coaconai aanoloh p o o ja a lc n , Doacan doai& ian,
daleo roneka promotion* pibak prodaaas d ap at acncadaliaa
porbaiium o o rta tindalicn-tindaixan yanc cu n tfiio can c a t d i*
porlu& m dolaa polcfrganaca p o a ju a la n . Jo d i cobolua palc& -
caaoan d a r i prom otion i n i aC alab p o rla b a e i U ita untofc
concotabui to r lo b ib dabulu ao c a la coluli bolult yanc a© *>
nyan£xat pan jualan n aa tu b aran c t b a ih conccnai d l r i Icon ~
21
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
eassB eebacoi pea b o ll atonpaa o a lu rc s -sa ltira a daa ucafca *
ucoba uatuis dapat torlafeoanaaya p en ju a laa ita * Jitea dida-»
lo o polo pcaaorxrcfl to la b dlcu&akcn p o rao te ra ^ p o ran ta ra *
ca!xa tidafc ci&ap b a d Qiprodaocn untuSs fcsaya t&x&ceraalfea*
e l doason konom oa a ta a in d u o tr la l « o er o^hlr*A dclah poa»
tl»G fcafcca p w a p o ra a ta ra 4uc& d lb c r i ia fa ro a o i te n ta a s *
prodafc*prodc!s* P a ra podacsac feeoar* Jxida c lU ra n a y a Haroo
acaprossoolfcaD prodt& ^prodab i t o fcopada poncocor dan p ara
po&OQ€$r harco borltoaunlkaoi doagaa lacm&aaaa*
R aisa fclfca l l b a t d a lca liakti c* S tan to a y eaa dl&a »
tlp a y a d a r i &Gm&can trarfcoti&g A so o cia tlo o t ns&a io ti la J i:
« fioU loc 41 don « P ro ao tlo a « aO alah 3 « 11*0 pOT »
can al o r in p crco n al proccoo o f aaoioilC G and / o r p o r •
aaadl&g a p ro o p cetiv o cao to ao r to bay & cccxjodity o r a/
oorv lco o r to a c t favo rab ly upon cm id o a tb a t b a s coEsar*
e la l a lg a l flcaaco to tbo © oiler*
Solca^tttnyo Cdcard f* Cuadlff & Hlchard H. S t i l l
mnsatd&m i
C olllaG i l a I to board ooaoo, a iq o n o t 3 w t a t scfctag ca lao b u t o loo a t f ia d la g bu^ora* o tlc u lo tio c deccadi and p ro rid in c o f advlco sa d o o rv ice to buyers I f a carfcotc? lo to roach thcao e o H ia g coolo« bo cuo t bo ab le to © rfcc tiv o iy cooblao ouch a c t iv i t io c go ad~ vertialB C * o a lo e p re a o tio n , pacfcagtags porco&al © a ll- l 043 cad aaet& sor aonrtco*6
^ d l l i c a J« fita&fcoa* pn, c lf t*» M l. 467*
^Edsard I?# C undlff & lllch ard !?» f i t i l l , „£t P ro a tic a Et €0*
In
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
C arl fcatipaa d ia ta a dapat d ita rito fceoinpulca b o tea doacaa
p oajuo laa OitQ&u&aa pada ouatu crocoa untu!s ceacaJato koa-
cuaoa yaac diharapfccn u a tu s ao ab o li cu a tu produto yaac d i~
ta ra ito n * D orhaoll a ta u ti<la£»ya porucahcaa i t u ooncada »
km cuatu pea;)odea* h a l i n i c&ca cortjpc^an ©uatu c c ro la
tacX poruoaliaan yenc borcaacku taa a to o uoahanya* Cudah
teatu* d lecap ln s b o rh ad ln y o ouatu poroaahaon d a laa uoaba
tjasaoajtfrcn. product harua p u le d i ik u t i deagoa adaaya cuatu
lab a yanc layafc don dapat b p rjo le a d a le s jaac& a es&tu
yang la a a Ooa hoatlim o* Sobab ouatu la b a yens layoft doa
kon tiauo n&oa csrupc&aa cu a tu Santana bogl fcalanccuafisa
h i dap pcruaahaan*
tahTKj cuatu p o a ia jau aa p c a ju a la a hoa&o&aya dipan •
£oac d a r i cadu t p ca jo o laa I tu a o n d ir l, y a i ta tc r ja d ia y a «*
coouatu p ca ju a laa harua o o lo lu i t i£ a ta r a f . Hal l a i dapat
U ita 11 h a t d a r i bufcu F* P h ill ip a and Itaacer*% y a i ta t
1 . C rea tin e daaand,
Ccrucaha a c a r b o tu l-b o tu l d ap a t conarife porba -
t la a p a ra p cab o ll aodeai&Um rupa ooh iacca b o tu l-b o tu l
carupahaa caa tu p c ra ln ta a a b a c i produfc yanc d itaparlum
itu «
2# F iad ln c Buyers,
23
7C hdaoa F . F h illip o cad fco lto rt J* Puncaa# ?> ffio tin g Ppjnpif?iftn._iwi& Kfttbodp* E ichard 0* Irw ia Ice** Rooew od, H li« n o ia , ffLarth o d it io n ,l9 6 3 , h a l. 23#
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
Earuo to m c a t codcDibi.cn tupo oca? b o to l-b o ta l
C spat c c a ro ^ c n t^ r a pcofaoll b a c t pFOdaii ycnc d tta tw -*
Ucnnya Itn * D ora^ti p u la horuo do$at c a lln c bartesm
on ta ro p ca fcd i don p a ra pcn jual* Carcnya a n to ra lo in
la lc h d » c s a ooacadr^csi hosco to ttaaxso co llin c # r<& lc-
co / cd v o rtlo ln c* ca ta lo caco daa l a io - lo la .
3* H o co tla tln n tr ltii fcayoro and tra n o fo rr ln c o f t l t l o .
Earao dipcrfcatlfcca ta s tc a c peaJaaXomsya doo eo«
ptm dlac^cn tc o ta n c harc*> ta?£a d arip cd a pyodofit yans
d itacariusn I tu .
J a d i ycsxc p c n tin c d a le s p ro se s ponJuaXas ta la h
uoaha^ucaha untuU ccndcpatean p a ra p c n b o ll, noa^ortosahaa
pcaboXi dongan p cn ju al dan Jaco to a ta a o o y c ra t-o y a ra t po-
oyorahan, peacoacteutaa dsn lo in** lain .
1 .6 . :~Bto<’o-"Atoao M n prononl.
Eoa cotodo prosooX yaac p c i In c o o ria c dlsanoZscn ,
adalab porcoaaX o o llln c das ad v o rtia ln c* Ifotodo la in n y o
adalah ca lco prom otion yaac diDaheud^ua u atu h colcacfrapx
daa o o a^ io o ^d lo lr n porconal oolX lac 11 dan * o d v ertlB in c"
ycac ooX ipoti fea£intan~Iu>ciot£o c o ? o ? tl o a g idcfifin pcro *
caan-poretcaca dlfci£u>, pgaoyaa^pcsorca dagang daa dc=soa *
© traa i dca poaoron yenjj D oro ifo t osracu
1 Do f in l e i yean dlborlU on oXoh P . R o tlo r oooool da *
aeon apa yc&g d lt a llo oleh Tha Acorican ila rito tiac Aoco *
2*
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
e la tio n eobacni boritrat* " to y p a id f rc a o f ncnporconol
proD entation end prom otion o f id c c o , cooda o r c a rv ic c c
nn id e n tif ie d opanocr**®
C» S tanton oendeflnlelU & n oohacal b o rltm ts ° Ad -
v c r tle ln # co a c io t o f o i l th e n o t iv i t le a invo lvod in p ro *
c o a tin g to n croup a noaporeonal* o ra l* o r v ic a a l* openlye
es>oa~corod neacaoa reco rd in g a p ro d u c ti ocrv lco* o r id o d t
te r1 fcofiua d o f ln io i d in te n noha n d v c r tic in c tsu^ca-
Xch euatu porconol fn co -to -fec o o itu n tlo n d locnn " tu j tc y "
hocunlliani to r jn d i, col&ln&cn ccrttpc£wa casfcn ced it® -
to -fc c e re le tia a ih ip * Jo d i ceropchaa o aa tn e l e t yenc to r -
fu n c d co tn cn l pcncSafcanc donccn c a tn nroh c n ta ra prodn *>
con den fcoacoson yanc tajuannyo bcruaaha u n tak ccspo ro loh
len ccaaaa cotafc csStln fcertaabah Jcuhnya la rc h p b ld fe an -
to m prodocon dan nannuaen dan c o je t 5usloh daripodn pen*
h o li-'p cn b o li yenc p o te n o iil cab in n c n in c ^ a t, T e tap i pe -
nycspoicanya odalnh cocarn tldn is lonccang n o la ln^on ce lo*
l u i T*V*# c u ra t fcafcor, ra d io dan lc ln * ln la codin* Bntua
poayajlon cuntu a d v o rtic in n p o rlu d lpcrhatifcan h a l * h a l
on ta rn la in i
a* haruo Dencyib
25
° n a im p H o tte r, f "afto tin /; n-n irr-> en t r^ X y r* r . r lr r» . - nlnrt nnd con tro l* th ird ed itio n * F rc n tle e B a ll, In te rn a tio n a l lnc*/LcnC cn* 1V76* fcel* 337#
^ C ll l lc a J* Stcnton* <flv.e.lt«» hal* 506.
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
b* homo dapat ccniabulfcan p o rb atica*
c . dapat conin talftnn ko inciR an ,
r p r e r o t t w a u n r*G ood to o on d o f in itio a n d a r i toorXcm fiorfcotins
A ocoelatlo» ycnc d ittu tip oloh P . K o tlc r ccn d o fin ia itran
p erso n a l o o llin c o b b .i ** O ral p re se n ta tio n in a convor ~
c a tio n v lth one o r nor© p ro cp o ctiv o parcbacoro fo r th o
purpooo o f csoiiinc a a lo o ,”10
Oloh karoaa i t u doncan poroonal o o llin c d iartifcan*
oebac&l m ata cam ponjualan doncan aoncadaUan fcontcir p o r-
ooorancah oonacarlian p ro do* ooroSia oocara len caan c y«&0
bicoanya d ila ta tio n o loh p ara oalooncn* i-TuJacn d a r i p o r -
canal o o llin c an t a r a la in juco un tub condorenc uonooaon
Conn nonbo li prodn& a tau c o n ite n ti Jana coralia# Dontufc da-
rip n d a poroonal o o llin c ccn u ru t P & illip o and C oncen^i
a# acrooo ** th o coun ter o o llin c*
b . P en jualan d a r i ruaah horuoah.
g , Pen^uol yanc bc-to rja untab ** pholosalerQ
d . P on jual 7000 bo lio rja untut; produces*
o . D ro cu tif ycnc concbu tanci lcnccanan»lancconan yang
pontine*
t* oncinoo rinc «* tra in e d oolocnon C aooranc p cn ju a l
yaac Juga o o n c o rti bidnnc proCokoi den tofrnift )•
26
3'°P b illip Cotlor, ot)__cit» * hal*
l l C harlco F ,P h illip o and r e ib o r t fiuncan»2£uSll*»h*706*
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
P o g tad aM sn tag n P o rm n o l te l l in * donran A<Svogtipini%
A tttt ttW M1 , Hoaolptflubca p ern io toon untuli ©oatu p**otfuU dcacaa o o lo -
taltfiaa dbm r fcopcyccyasa < ta rc a a rcc^octj untuU p?o&&
d a r i porocahaon ito *
2 , gp ratcna d itu ^ u tcn trntu!* lo b lh cc n o rik p o rb a tic n p a rs
fcoswoaoa Con Cancan dcalfrjgp iU ut c e c ta i ta untut: o eac-
ed tiim a tc a ceastfakaa pcajualan*
5« Cobacal obyafc casarcn darip& da a d v c r tlc ia c ad a iah ho *
lgqpci:»fcs>XQapoCt oobacai fcoooluruhorw
1 , Lobih b o rc lfa t poigftcancaa tcyhadap p ro d a i-p ro d u i yanc
cc caa i deacon Uofeutuacn p a ra toncraon-
3 , Colaa ta r a f po*tc=a, nu la* m aa d lta ju ta a pada pcrooo -
raagan oobacai baclon d a r i fceloapotx cooyorciuxt fcooola*
rohoni
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
B A 0 I t
tumtausa uann m p«?« r aeo;sa o*a, t ^ i^ o
**•*• f t^ re r tU & s u ^ ft ifrm sJto cft*P.T* F c rc ^o s , a . a&alnh co tuch gcsusshcan jh£co /
toattfCzns ficaota A sia# 3rcn£ pafcrlfcnya to r lo tc l: d l 3 d c n
P a ltu Cudjoao no* G r»alcas, J a c a S laar* Porocchaca ln l
d ld lrlfc m pada tchuo 1931# don pada cok tu b c r d lr l bo r -
boatuii a.V , tixmgsa nooo w tf*V. Oot C srp lo lta tio van Cica*
r a tio n Fabrldicm Farofca *V ralaupun poyucahoao i n i d ld l-
rlfcan pada t& tm i951» to ta p i fcaru u u la l bciw r^a a ta u
fcorproduftei pada to n cca l 2 A p ril 1932* d lecna pada cafctu
i n i hanya d lk asllk n n re£ofc p u tlb ua& u ncsudlen pada Jo*-
can Jcp&nc ncadadutri In donesia pada tafann 1942 p cru ca **
hann ccn co lca l fcoruocCian* to ta p l Uoruoa!rcn-i:oruGaicr» l n l
dapat coecro C lpo rbalk i dan d tc u la llc h prcooo prodaftal
dapat b& r^alcn le n c a r dlbcrofc p en c^^co n pen e r ln ta li Jo -
pones prodaisgtnyg o n to ra la in y a itu 11 Itucn n dsn n ttic o -
bo «*
fiecadaH pendnditiicn Jopang y a ltu taljun 194? c a sp a l
ttfoyn 1940* fccnball poraoaM aa dlfcuanai o le h p c a c rln ta h -
napatiU b ladonooia don nontrwtsm d l r l 11 P rlc a ” , y a i ta
PoraoaJiaan rohca Indonesia Italtme* Sooad&h takua 1949
perocahcan te n t a l l pada p c a l l l lw a y a l ta Onion f in e n c lo -
ro B alclqao doo Tabaco donjon paoat&ya dl& ota A ntvorpcn.
23
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
Pada otrol 1953 ocauai dongaa trototapon Ondanc-oadca;; d i-
i m ucctto poraaahcaa harua dibabuM . P*T# co^a taoajad i i
P*V* rojpo^a 8*A» yanp b o ra ta tu o 100 0 £ co a ta A oiac dan
borfcadadafcoa d i lad o ao sio c o r ta tuDCu*; pada hofrin Icdo -
ooala*
Coluruh oahcra d arip ad a poiruc^hm n i n i d lp o csac o~
lo b Ken to r Puoat Vabacco F acto ry a ta u l*TJnica Financier©
£ e l$ ia Coo Tabaco a to u T obacofina £3* A* A atrarp * B o icia .
Pada talm a 1965 C y a ita b irc r fz lra pada p o rten c a **
hm balan K*>i ) coauai dcacan feosutucsn P re s id e s i Poro +
no* 6 tohua 1965 buloa Koi 1965$ FcrcCta C* A* dies -bil d i h o loh Peoorintah fopublifc In flonco ic, dnlrn rcn£~
Ua a a o lo n a llc a c i paptumhoem*-perueahcsa azzata aoiBG d i
Indonooan> d iacaa Lcaadica poraoabcaa i a i ditesspatfcea d i
bacah Eeportccoa F o rlad u o trio n rincca* rordccarU ca uopu-
tu c sa Dopcrinda 157 / 1965 F&roJia 3*A. d iubah $ca -
Jo d i Bappara I A da» ocoaei deocea p c ra tu rc n p crso ria tah ,
cofca Ea^para X A lopaa dari T obaccofiaa S*A» /a itcp rp - E d C ia , b a ih aco^caai p c a b d ia a bsboa^bahan dan lai&*»le* ionya.
Bordacurteo peraturca pcnoriatch Doccabor 1966 « pf>y f h r?wpowiftnhaan ycuc tSUkan cillll DolCBda dlnOOlO * w aiiran ihfla ftgron dUecafcailisgn mmoda p c^ llU m ya, cuOta
pftAn toiaa Rol 196? a too iaotruiioi Presidium Itabino t to- pera, P*T* Faroita S*JU dikcabsaifem pala* Daa oajfite i*»
29
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
Z>*?, r&K&a C,A. diliolcapc£Iica d a lca coloac^Q Pcaancnaa
t:odfil £&nc daa diborikcn tcccapatca uatuli ooacadafrcn Invootaal baro* Invootasi tidafc boloh borapa acme, i!«fca cul&ll&b dato^an DoCoraicasi darlpada pa%z»Ui m stara la*
io dcaosa ault& corulatcn^^aa coo lo -csda bare don faaftan*
bofcen ycac diporlatcn* Kodol pcptssa borhcrca fcira «&lra 250-0C0 do lln r 0*0* hejsadien ditcabab lafit doacaa 7*000
d o lla r 0*8* da& diy©acc»a&aii untufc ccucabab oon^adi Ixira inrQ 4 doling 0*S. Codc&a tuatutcn 9000 tttajufcan fast&a S. A# pada Dopwrtonoa neaoncao y a ita bo baa dari boa oocais dffi* tareaa toruacu^ dales Pcnaaasan Uodal A -
oiac, oc&a oecrna ocoifc-noolja yaac etasa^ ocsoonyo bobco dari baa cacuit, tencaa adcnya Dodo-^ocla yons boro ci&a
cu la llab necprodaclr rotate po tib ycac ccso&ai f i l t e r # y a ita torroo to odor yaac ciorupaisca ra&& putih f i l to r *
yens portaaa t a l l dUmdlkan oloh P#1T. Farofca*
Blra*2&rti fciea talma yaac lala ( * taban 19?3 ) poruoahaan tolah dl Iadooeaiahan yonfi bcrarti picpincn
ialob dicorahfran pada sooronu Indonocio ©odaacfroa fcmoGa
toa^ca ooin0 ditarlit dan tinccal b©bcropo cmxac ed^ico*
daa tofcaioi-iobnld, Vohun yeao la lu tlnx^al ooorcmc *$*
vlcc? caloo caja codancfuta iioatrolor diitirto aocara jx> -
riodlfc olob ?abacofi&& G.A. EolfpU, Ontn tsmia^fcatkca *
daya fcorja dsa d ill l coricc coonanc Zndoooois torutcsa
tcnoca «KLi prodahol otou lalnnyo aifetrio ho lo ar aocori
50
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
e a tc ra la in Uo rol£Ln Juca fco K udo Tcopur* Ja d i pcda
p o l^ iw a c o td c h cocul: d o les poncnm an nodal an in c pora**
nahaan b o r itd ltia r n ea r p inp inan ditlnfibatliCKt d£n 3uca
p radako i d itia ^ ^ a tte * ho ik oocaro I z c o l l ta t l f ccaptm fcraa*
t l t a t l f , n incca coat i n i r.T * fa rc ^ a to ts p o d o ra d u sa
p?o£u&oinya# tiaftfann c u n ^ in c&sn oocporluca produZrdaya
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la n ju ta y ft fcintca c a a t in i*
n . a . Prronlr^^l_PoniC 2fcv3i,
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tan dirocdfccn dit&fetu yen# Achat I n i , Bol l e i dioofcob *
&m fcarcna oofciap &oll c a d b ada pcrubahan d a ri jptmord
ceao£or* fercan fcodoarlo berada ditencoa oranc Indonode
cofianc yc&0 oenc°ndaliiinn P*£# Fnrctus 3* A* oocarn lanfl *
ottafl ada dltanc&n Coord o f ranaccsent d i B olcia.
Adapun bacon daripada coauaan o r c a d o a d yanc
d ijalan lscn c t e o a c i d s d d a h o o b a c d bodfcu t i
51
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
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52
JB H B a
2 s Pro turn Agar
s A oslotftn r.on*c«r
r - s s rc i i S ap erv lo lo r s e n io r
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roA^o o? p trrc g o a
a m rm h K/M Aars*
rep ey al nanarag
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2 . Hacian p e rso n a lia
3< naglco p u b lic - r e la t io n ( Curuio )
4* na£ian voorborei6H i£
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6* Eacicn C ocbnical tr a in in g
7 , Eagtaa tofcnifc u=ua
6 , Hagian q u a lity c o n tro l
9* Cacian c a te n a ! pu rchasing4
10* naclcD ccn p ra l aceoaatcncy
11. Ea£Laa pcacoa^loa / poy p o ll
12 , £ o d ia ca lo o b iaco
13* l&cXm n aifca tin c
a , Cat> - b a d a n c o n tro l
b , Cab - ba& an c a s s ic r
Ct Sob - ba£ltm boa cafcal
4 , Bub * teafifrsa budgot
o , Cub * baciao lapcacon
f* Cub - banian yoag borbubincaa fioacan d io tr lb u o i
0, Cub * h a d a a oarfco tiac
e c Cab * bagloa rco sa rch
± , cob * banian prom otion
C aaoral canacor yaac to r f l l r l d a r i p a ra ctanacoro
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b a c iaa -b a sla a € d ^ v ld o a ) yenc esaoinz>2sasln£t dlfcopalol
o loh ooorc^c o aaacarj y o ltu s
* General fa ir dominion dlfccpalol oloh cooraag ao -
oiotcn General t‘.«aacor ycng bgrUodudufrcp dl Ka -
lone totapl cradab da?at dlancca? aoba£2l dovlcl - yang torcondlrl.
* Factory doviolon ycac dlhopalal oloh ooorang Fac
tory aoaaeor*
- nariottnc yeme difcopolal oloh coormc fiarUotinc
TZCQ&CQT*
- Ulocapinc itu untatt Be&coadallkaa jalcanya pcruoa-
haaa don can belli* noisa tordopat juca i
* Flncnco dovloloa yaac dlfcopolal oloh oooraac *
aanclal oaaacor*- Col&ln I tu te rd c p o t p u la pw rcakH cn d l J a k a r ta
( J a k a r ta o f f lc o > / Jc fearta re p ro a o a ta tlv o yaac
d lk o p o la l o loh cooron# ccaaco r yano boruoaanc no *
ra m .lt P.T* Fopo^a S,A, d o laa ccaChadapi ocnua *
porooalan-porooolan g sa to ra daa 3uco d a lc a c a a a la h
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pros#a produfcd yanc t^ r d i r l o ta s s
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oancaa eabolun pencolc&an*
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* £ ac iaa te c h n ic a l tr a in in g
* X&Clan tohn lb usna■* Easton q u a lity ■* c o n tro l
*» Boglan c a te r la l pu rchao lnc yan# oobonaimya o l fa t^
cya bufcen ncrttpttfcan dppartraont y«sa0 boocue*
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d ep artaan t I n i fci&ak borado dlbrntoh ra c to ry nan ~
cyjert to ta p l bcrada dlbawah A s s i s t s G eneral r » -
ag«r.
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s i l proda&ol porunahaan, ?«rb& cl a ta n don b ac lan b o car t
y a ltu i
1 , Eaclan caloo felona
IS* Caclen c o rh o tln c
Baclon p o rto aa to r d l r l a ta s baclon lapancon
( f lf tld ) yanc borfcododi&nn d i J a k a r ta dan tooglen yaac
fcorhutm caa dencaa d lc tr ib u a i ( o a lec d la t r lb a c l ) .
Baclon fcodua t c r d i r l a to o oab b ac ln a y a l ta i yanc
concarua ton tenn ro co arch don yanc ooncursn to n te n c p ro -
eotlon*
55
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
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a ta a t
1* Sagian Ooaoral Accountoacyi yaac t e r d l r l a to s cab
bag lea i
* yaac e e a c o a tro l
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- yana ooncarao bud^ot
£* ta c ic a p o acca jlaa / pay r o l l .
£a&Laa l n l ccacaroa panbay a ran c a j l dan upoh ( aa~
la ry ) .
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poatlnG funcolnyo, y a ltu Snipping ro p a rta o a t yaac ber&e*
dadakan d l Surabaya don cerapofcaa caatti baglan yanc d l -
porbantakaa pada H arko tlac D epartoont* Eacian l n l ceapu-
ay o l tugaa khacae y a ltu neacaruo p an c irln an h a o ll p ro «
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l a l be& orjaloh fcory aaoa~Uarya*aa*
56
Pada o a a t l a l P.?* Foroka 6* A* Molanc hanya acne**
h aa llh an doa oacan produk y aiu jlt ro^oti putlfc dan tco b a -
t nn r a ro Brand doncan fcortosnya untuh poabaa#:ucaya*
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- b e r f i l t e r
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nyo. Sednnc porfcodaon an ta ro yaaij b e r f l l to r dnn non fH ~
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ta ro y a a&ja* Co&ofr»rokob yana pada o a a t i n i d lp ro d u e lr *
le io h 3
Untuir yanc 00a f i l t e r s - raae ae ro e u lo r o ls e
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• A lda h ard poch
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• Davroo le a d e r
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* d u o ribbon lonfl o ico
* d u e Ribbon oupor e ls e
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dak d iproduoi* lo c i . T iap-*tiap produi: cocpaayai rao a
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oo !iita rayaf ta rc a a adanya pcrbodcan i n i aako p ca ju a laa
untuh t ie ? jo a io ad a lab bctfboda uatuS t i a p daorah
n ica ln y o i Aida secpanyai p ca jaa lo a ra ta -ro fca lo b ib tin e *
Ci <U M L ctao i dibandlnf^icD deacoa daarab ln io n y n , ca ~
dcac Kansas f i l t e r baayctfc d ic a ta i d i Jcca* J o d i uatuk
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babaa pcaoloac dan oooin^eooln .
Untufc babaa daoar / fccira adalab i
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. babaa pcao loac odolah sU ortao $o£c£t
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to ) d id n i diadaban ponccspuraa doacnn babaxwb&hon yanc
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cacsnc den teoron j^a^oronc^o daannya, la lu caoin{>aaoinG
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0* Troaol peagorine
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n P tto e ls p o n g ilo tin c rofcok
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PfcCJSOTIQTI PADA P*T* FAISCKA O.A, I1ALAIIG
ZXX.14 Pan^laean fraga*
S o p o rti k i ta fcetahai, ra&a pada tievasa i n i p ro -
n o tio n noapunyai parocan yaac culrup p o n tin e b ac l p ca ju -
«1 on. b a s il produkai ouatu poruoahaan* T oru taaa b o cl pox*
usahaan d laana h a o il prodafestaya oorspakan baranc**ba *
renfl dicana p c a b o lila b yaac oancat oenoatulxen c o c a s , jo a
la b oaupun fcarca daripada b aran c-b aran c y aac *&aa d i «■
tam su sir; to ta p i i a i tid a h b o r a r t l babwa b ac l c o ll or* o
aarfeat dlEana p ara p o a ju o lla b ycoc baayois ccaantukan bc-
ra a ^ b a ra a c yaac e^an d iju a ln y a , tidafc d lp o rlo & a p ro -
c o tio a hcnya poronan prom otion d ic la l tldalz c a p c a tin s -
c a p a r tl d lcana p a ra p ea b o lila b yaac conontokan, Boaar
fcocilnya ucaha-uaaha d a l an b idaao prom otion to r can tunc
pada fcODCzpuan dan liobutabaa poroaahaaa yang boroangco*
ta n ,
Pada dovaea i a i fcaapir eccua poracabaaa d i la d o -
no d ie pcoacaroa b a a ll produfcalnya sa n ca t d iponcarub i o -
lo b p c a b o li, deslfclan Juca poruaabaan-porucabaan roSioi#
tonifcian Juca balnya doncan P*T. ra ro lia 0*A, ctoba pro *»
cotloapun norupaltan h a l yaau cu£ap p o n tin e d iaan p in c -
faU to r-fak to r yaac l a in .
B A B I I I
*9
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
¥olob filtcrcncS xa d io tc o ecTui bo c a r ito c lln y a o -
ccJtw C s lo tlC -ixc p ro b atio n to rc sa tu a a pada tcscapuc®
t o feobufcuhaa pcrBcabcan yoao b o ro an£ ia tan . rafto pada
P*?» Farofca pun untuh prom otion ln l nespcayol co a tn to -
C lrn to rc o n d lr l yanfl bcraCa dltoacab poacP'cacan ba£Lc»
oarfcotlnn Can d lh e p a la i olcfc cworanc H arteotinc f*ana£Gr*
C n to co ttb ieyol p ro = # tlo a l n l , c o p c rtl pada ba *
Cion la in da lca pcrucohaai}, noha b ag laa poa^ualon ln l *
paa hcjruo ocaca^uium cu ata onccarcm booya didalc= nya ,
tcrsagufr eaccorcn untc& ccafelayol p ro c o tio n , Hcnudicn
bcTCaizjfcm badcot l n l , bac^on p ro n o tio n coacatu tica co-
ro -c c ra prom otion apa yenc aliaa d i^o lcnken daloa tchun
to rG abat, b ilan an a efcan dllohcancU ca, te a p o t o tcu dcc -
rob aono yaac co n jad l ocsarannya dao blaoonya b lcy a
y a ic cobcacrayo difcolucii:cn codapat cun tfiin tld a b bo lch
co lofclb i toudcot yaac tc la h dit© tap::aa tad l* ra re n a dao-*
rah peaaaaran / pen^aalan po£c£: uco11 p ro d u h d P*T* Fa-
rotxa G* A» toroobar dloolurah daorah Indoaeoia an tara
la in 1
•* d l J o ra 1 Ita lcng , Surabaya* Jocyafcarta
Jak arta*
* d l a m t£ % * (lodaa, Padaag* FaXcaboag d ll*
- d l n a lla a n ta a s B o n jarsao in , Carcltcn, Gasorlnda*
d ll*
46
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
• d i ftslav ao i t Manado, OJuac Pandans, Pooo d ll*
- d i £abon i Aobon, Toro a to «
* d i I t * Bor* t Jayapura*
- d i Buaa Tange, i B a li, Lootook, ftm ba, d ll*
Oaa fearana koblasaoa tia p daaroh adalah b a r la i -
nan vtaka co ra-co ro p rosoo i dan c a d ia -s e d la a& rartis& nc
yo&C afeftn dicuaafrnn untuk tia p * tia p daorahpun barba&a
to rc a a tu n s pada kobutuhan d aripada t ia p daorah yen# b e r-
eanCkatom Pun pasaaaran untuk tlo p Ja n io prodak P* T,
F&roka £#&* c d a l oh barboda p u la , p io a ln y a x
Rofcok Aida bonyols d icu lra i o lob daorah Culavaal*
I&kok Kanoas f l l t a r bciiyah d io i& ai d ldaorah Java*
Eokok Itanoao p la in bony ah d to u k a i d idao rch Pa -
danc C fiuaataro )#
Hal I n i dicababhan Uarena t ia p tiacrab acapunyai
c a lo ra yanc barbada, i n i a a n £ tin dioobabkan karana pa -
ncorah i& lia don la in -1 alnnya*
Bntuli daorah dioana k ap aa ito a panjualannya k iro -
feira eadab ta rp e n u h i, oaka tid a h p o rlu diadakan proao -
tio n yanc b crkalab ibac k a c u a li k a lo s ada produk yaac
b an u Ja d i d ic in i prom otion honyalah b o rfu n co i untuk
ccm cincatkan o a ja bahwa rckoft deacon co rk to ro o b u t ca •
o ib ada-
C asual doncan an ju ran p ca o rin tab dioana poru&a -
baaa yanc bocar cobaiknya n o n ju a l prodnkcioya n o la lu i
47
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
© aluraa-oalurnn p en ju a lan , J&di tid a k ia a e m a s pada
feoncoista ferakfclr* -e n g la c a t rofcok Dorupakaa conve
o iaac* coo da yanc aeao rlu^an ia taaa iv © d is t r ib u t io n , Pa-
rcn a in ila h cafrq P*t* Farc&a 8*A* aeaccttaaftan o a lu raa
p aa ju a laa yaac dapat CXcomtms tm. cobo^al barifcu t t
Poro pcoocflac dopo afcoa ooaotapkaa poaboclon un-
tala n ro a ir o8M yoae € toa dicuas& aa dan croo irpun jtaka&
caao tcp iaa o o a d iri poacecfr-pcacoco r caao yaac *rprn d i—
gancftaa dan ckhimya ko koaauaoa. P ara pasocoac dopo
feoloh coa£a£okaa p ro o o tio a o o n d lrl unttUi doorohayo ooa*
d i r l c lc a ln y a t a p a b lla paajoaXaa d idacrahaya dirnoafeaa
connrun oohiacca p cra peaocms dopo daoroh yaac t a r *
oanckataa oeaaadanc p a rlo oatuk caacadaftcn p ro a o tio a j
a tau poaaGpajj dopo ia ^ la ooaporbaeor Ju a lah pon jtsalca *
nyaj eadoac roncana p ro o o tio a ixoDatoloa tid a k uatak
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
dacrab tc r c a iu t , ca&a pccojpng dopo deorab i t a ccogct -
to ll in lo lo t l f tmtu£* ncnoadchaa p rc so a t a c n d lr i n ica ln y o
D coiadl o^onoop d a r i ouatu obow dongon blnyn corona
c o a d ir i,
Den can adeaya cuatu pradafc yang bcru ca^a fcadcot
untuli p ra so a l M aconya dlporbo& ar, c o p e rti fc lta feotabal
produtt ycng to r ta ru t o r i P«3* Jfcqroiio 6*a, cdalob rc&c^
Blue tXbpcn Cupor a ico dlpcno da oral* pasaaarannya bcnya
d l 4teca dan ©c<crny© codanc Hluo Hlbt>on yang coral*
bcnya d l H uoatora dan Holincntzm o a ja , h a l yang <2colfel**
on adalab donoan alucan a£&r koduonyo tldalx c a lln g b c r-
colng o o ad lri} Jo d i yca£ ca tu dapofc b c rjo la n d l Jat*a ,
don yaac oatu d l C ucatora d ll* G otlcp dlH oluartaannya
prodab ycnc bara oc^a d ladabcalob dahula c o a ts cartxat -s
lu g co o tin g untuh d lc o tu ju l te n ta n g earnas c ^ b a r opa
yanc p a lin g cocoti unfcuk peatouac&ucnya dan congane! cap
a tau corli ape ycag h irc a y a p a lin g dloazu& gl o loh caoya*
rah et« tfntuk I n i diadakan te a tln g , o o to lab d lc o tu ju l -
borccaa a o r ta p o rtin b an ccn -p o rtio tx n c^n yang lo in d ari*
pada porucabccn, d l to fcapiiaaXab aasui / isoitt / cam o yang
d lpaftat untuh produte ysng bora*
Adopun p rc ^ o d yang b lacaay a dlpcrgunafcan o lc h
Faro^a 8*A, adalnh oobagai borlfcat t
\ 9 n c sa a t ad v o rtco o l d a lca c a ra t fcabar, c a ja la b Oca la**
In - lo in ; c lca ln y o i d l c u ra t fcabar doncan ganbar ca tu
k9
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
rofeok Blo» Ribbon G&nc©a tu llc a n H ad ^ibboa * * *
.m m ro&ofe juara*
Raaanya n i* :natt oafeafa I
Gayanya Caper d e e ,
oodoro* in to ra a o lo n a l, nogoh t
2* P«Bot»acan p o o ta r a tau tin p lo to yaac Citoapat& an p a-
tta d in d ine tcho a ta u to c p a t a jo n -acan 6on d i
orama to n p e t rc a ju d la n y aac lo in .
5* P«nao.:mcan opanduii dibobom pa tcsjp; to rtc m ta , yenc
dipandaao dapat co n arib p o rb o ticn cl cyarofcat.
l>« Pcabuatcn h a lo n d o r, p jsa ln y a uatulx tcim n 1977 to r d i-
r i d a r i hanya c a ta le a b a r doacaa e=cbar ro asa o F lip -
Top. Deacan b a ta -k a ta : Tbo ta o to ftor today* tfntali
l a l bu£cn d ip ak a l b tn ta n c -b in ta n c ffcXn a ta u proc&vo-
ti-p ra ^ a w a ti co la ln k an co sb ar d a r i c o io tc a o a r^ o tin o
nanacor e e n d iri doncca p ertin b an can ebea Xobib ourab
5. Pcabaataa Jcabcfcn pcnyobcroacan*
Joabataa poayoboraacan i n i d ib u a t u&ttCz lio ta J a k a r ta
eobaab don untu^ Jxota Curabaya ( d l Ja lc n tfrip Cano-
h a rjo ) doacaa ennbar rofcoS Faaoao F i l t e r dan Ion -
banc Parc&a 0 . A*
6* roaaaansan o i l do daa roiclcs© f i lo pada biot&op# ra
d io a ^ a t l r y eas ooD iiji-^caJi daa ncro^ laackan gcgxok -
roiioii produhci r .f # F o ro ^ S.A . ? o ta p i poaason g in i«
n i tid a ^ coatitsao calainfcaa o sn u ru t bobotahan apabi*
50
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
l a poajuolon d lsu a tn dacrah oonurun a to u odaaya pro*
dah bam (San bloaanya dlndftkan di& ota*hota b e a a r,
n i a yaac dipe&al untul: pena&ancan e l ld a d ib ioo^op9
dl& uat d lloA r o « g « ri, y a l ta H oloyaia,
?« "oagL& itl / D cajadi cpoaao* c lc a ln y a galea ouatu
faohlon oho? c o p o rti yntuj baru^bcaru i n i d l
Cardaa L'otol Curabaya, :;on£adi oponcor d a r i p o rtan *
rtlngnn Eulo tan £*1*7* U m t d a lca J a k a r ta f a i r ; t'o lan c
Czpo,
8 . ncadaraan^lsosdaraan d a r i P*S* Farcka O.A. yens d ib e -
r i c=£sbar a ta u Icabcno peraaafrsan o tau cpnbar d a r i
oalah ©atu acrfc rotK& c lo a ln y a roU di Eluo m bbon do-
neon tu lle a n d u o rubboa » . * m rcCzoIi Jttara*
9* fitic k o r dan c^ tu aco a-G c^ tu acao U inci to ra ta a a tmtuU
produk y a a j bara*
fidapun c a r* la in yens banyan dlpcrguna^an pada -
csxaa Qehn.rznc o lob r ,? « rcro lia 13,A, yanc e o rln c p u la d l
percueabaa olob poroaab&an rc&o^ yanc lo in la lo h deacon
accborlban badiah^badlab icacouac* •’Adi o tlb o t C lo tea -
p o l fcata^iiatas ta a£ :u o bciico I n i dapat £nda tu *
baHtaa dancaa aoac $* 15G*~ pada t ia p aeon / totso roSofc
Jo d i badlab-bodiab i t u tid a k fcoropa teuton-Irapon borba -
yanc bcoudlaa d ito& utioa pada p o ay a lttr-pcayo lu roya
tta u p a a Jaca dapat brn i#aa*baai£na to c o a c dapat d l ta -
frflyg.tv* dsncaa badlab-badioh d iasn a badlaJw badlab i t e
51
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
t«?£aatuag d a r i Jun lab hast&ZB Irooonc* Cc&a i n i oobo -
narnya tw apon£orubi fcoasusen se c a ra lan£sang* kar*na
ndanya tu d iab -h ad iah yana nonarilt oofcn nun tfiin p a ra pea-
b o ll 2&on tc r ta rH ; dan B engallt& aa ponboH annya pada
roknfc torcobut* cobincc*1 toucan <to1li1nn p a ra poncucaha
rofce!t yanc la in aaac& ln n^an U ohilanccn ooba£lcn d a r i *
pado pen;Jtua<mnya.
I l l , 2 , £ r t i .M v crtlo in ff Pnda JB A ^B gotm A .A *
Folah dioabutlran d a lca bob*bab cobciucnyn bah@a
pcnc«rfcian p ro co tio n aonca&up o d ro r tlo in g , poroonol ->
o o llin c* co lon prom otion don la in - l a in a l a t untufc so *
olngftotlEan penjttolan* Pada p*5?* Farofco a d v o r tid n c Ju^a
occocaao po roman yang oancat p o n tin e d ioaap inn o alao -
p rooo tion dan a lo t - n la t pcn juo lcn yaac lo in oadangs^n <*
poroonol s a i l in g poda P*?« Farofea tidoix b o c ita banyok
diporcunaltan* r aren a cab in bonymmyo bornancolan poru -
oahonrwperusahaan rohoft baru* bolls yanc Don^hanillum ro~
I:oil p n tlb nanpun yanc conebaoiU ian k r o t ok; eudoh to n tu
afcan ncabatra pencarah terbadop proda& oi poraoahaan t o -
to^ yanc cudah ado co jali dahulo tornanuli Ju ra pcoonaran
daripoda b a s il prodakol P*V* faro& a S.A . Don can adanya
a d v e rtis in g yanc c e n a rik b n ti p a ra poaboli* d ap a t n<m **
c ip ta ta n penbo H -pczibo li yanc baru* naocJsln o ran c-o ran c
yo&fl dultmyc. aonefcinas* rokoh. 00irtx lo in ooharane 1-arona
ta r ta r i l i donee® a d v o rtia in c yon a diadaJwan P*T* Fardiw* »
52
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
ocacoba untulr ncnchlcapnya* to rn y a ta lo b ib nonyuiral ro~
fcos ycnc baru to rso b a t t o oo lon ju tnya ©turn to ru o ncnc-
a llh h an pcabollcnnya pada roricCt to ro o b u t cca ln cca l"1*
t e i *&z*& yanc la s a yanc tftnca dibicapaya. dalm lu.Bonccn
adaaya b a l-h a l I n i dapat Juca oonnltthan Ja a lc h pcn£ua -
Xm . Y otasl ada l^ctm ^dm m Juca p a ra p o ab o ll ycnc ha «*
nya ocncoba-coba rotate bora I tu tq rn y a ta tld a b aonyaliai
a ta a fcidc!i cocofr demean rokofc tc ro o b u t hcaya to r ta r lfc
pada ca ro -c c ra ad v crtcn aln y a o a ja , Xalu coro&a iie a b a ll-
p a la pada p llih a n oo rc^a ocaula*
H al-hal tc rc c b a t d la to o I n i Jugo d la lc a l o loh
P#?. Farafca do laa oeaacarfcan h a o ll produfcoinya; dloa&a
,Juca d l^uspal borcacao^Dacaa uoaha d a r i pada ponacohaan
tcZn>. yc&c la in antuix oorobufc oebaclaa paso ran d o rlp ad a
x*a&o£c*raha& b a o ll pyodukd P«?« Fayo&a*
T otapl an tab in l^u n P*T* Fnrofca tid a l: t ln c iP l d t-
03 dan conyorah c a ja , to to p i borucaha occur d ap at non -
p o rlu aa fcodHdtaJxaanya dalao poaaran* oohlncca d ap a t Den
i a l h a o ll p rodu io laya lo b ib bcnyaU lo c i dc»G=si J a ltn
oca c a r l p cabo ll^poabo ll yaac bora y aac t c r d l r l d a r i t
• o ran c-araac yaac e®bolB»aya bolua pornah
cap roisfe p u tlh ( Ja d l cenChlQap rc&olt fereU b
a ta u la lo n y a >
«- oafenc»c*Gnc yaac conchicap roftcfo p u tlh ta ta p l **
corfc la in yean bu^ca h a d l p roduhsl d a rlp ad a t«T*
Faro&a*
53
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
~ o ran^-oranc yanc *®b«lasRya tid a l: porn ah ccn g h l-
aap rofcafc caooa c*kall»
Don Ju@a oalah s a tu ucaha uatuli coopor tahanlum -
bag laa panjualcrm ya dal an paoar o o r ta ocnlngkatkan h* *
d l produlazlnya P . 5?* raro k a Jujsa ncnccunaltan a d v o rtlo -
in c .*
I I I , ? , £atetflr=fBtetfl£gear. PooPTOrowlH Prom otion.
P rcao tlo n norupc&an cu a tu a l a t yanc p o n tin e un -
toix oooportahanitan baclaa pcn jualannya d a le s poaaraa
o o rta coniackatkoa h a a ll produlicH d a r i P .?« Farotxa fl*A#
Tapi ln l boitaa b o ro r tl batroa hanya a d v e r tis in g e a ja aa -
tu -sa tu cy a a la t untufc dapat acoportahanfcan Junloh pen -
jo a lo n o e rta oen lnckat^aa h a a ll proC uiisl d a r i P*T* Fa -»■
ro lia &<A* oalala& m ada $u&x fah to T '-fa iito r lo in yanc
3&C& ta k fcalah poatlncaya d lo an p ln c a d v e rtl d n c* F ak to r-
fa k to r I tu c a ta ra la in la la h i
a . Ponotapan horca d u a l, blaoamya a p a b lla fcarca p o r c a -
tuon baranc cufcap rondatj, aziza pooorsa baranc to ro e -
tm t akan le b ib lo ao jlfca dlbaadlnc& an dencan a p a b lla
b arca p er ©atuaanya tln c c l*
b , ro n jao a UotmcGOlaa c u ts d a rlp ad a faaoll pyedufcdnya f
beruoaha antuli coalnctiatlw um ya dan ooaoaubl
UolnClaan c a r ta co lo ro d a r i p o ra p cab o lln y a . ffntuli -
I n i p*T, Faroka 8* A* concapub dencan Ja la n nencada -
tzm p c n o lltla n d l la b o ra to rlu n tcrfcadap o n to -
54
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
rc&c& ycnc difcaotliraanya ycnc cadafc d lp o c a ria a ; h a l
i a l untai: ocaootcfeal te^nagstaaa^ccraa& staaa adaaya
perafeahaa rc c a a ta a arco a d a r i ra^ol: yea# eadah t e r -
adai* k a rcaa Isara pcaco a ta u feo lo b ab ca . rcacaa cda <-
nya poayalldl& cn dca p e n c ilt ta n ~ p c n o lltte a l n l , rafcn
porocahnan dapat aoaco tahu i b aca ia saa n o tu h a o ll
prodaTxalnya c a td a h dlpaoarfcan dso b aca lcaaa p o a o rl-
QftD koaacsan torhadapnya* hoX i a i c a a c a t p c a tia c »
fcarcaa fcoaaunoalah yeac ofcbim ya efcen o«satuc±icxi den
ecacato^an p c n b o lia roiaob d a r i c a a ta oorU*
Honcadahca oarvoy aat& i coacatalm i feagalnnfta p c a c r i-
casn teoas acan tcrbadap fccail pgodafrctaya daa pcnori**
ccaa fcaneanoa tarfcadap b a a ll p ro d o ^ d d a r i porucaho-
ca Xaia 3rcac ^QCQ noac&aeiXfcaa ro^QS, apa yoac cobo-
aaroyo filiacin frca eXcb fccasaacaj y a l ta dencca c c a c *
yitotem tn to rrlc v a ta u taay a J a ta b oocaro lan£C ttac do-
ngm para fcoaouaffln, nouptm dalco b ca ta^ ca£&0t*a&££0t
a ta a qucaticnor*-quo a tlo a o r yen a d lc ju iian pada paya
koaauzezw
Kcadabnyn apa yaac difcatafcea d a lca prcaofcioa cdalab
ooouai doacaa honuataaanya / ©pa y aac cafconcjraya ada
Jo d i Jaacaalafc barla jlcb iban cah laco a ab h lm y a hoaaa-
oca citaa n c raca d lbohoaci / d irucifcea yanc pada a *
b b iruya fconoassa fcoccrca den ios*i pada ccrfe yaac l a i n *
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
DAO ZV
CEUKFOMS DA# SATAE-SACAS
Sotoloh coagsdaftfin poabahaoan o ca to n a l prom otion teife
d a r i oo£i to o r l t lo coupon d a r i ©o£l p ro litic a y a , nriza dal< a ta b
ta rc& b lr i n i U ts i o&m conyicpttlfrnn b o l^b a l ycac bftrrt cncC^p
p c n tln c d a r i pcababaoan d a le s bab~bab oobolusaya. Itccudlcn bo~
a l aoncoba untuJc ocaborlitao oefcedar eoran**oaren yea# cnacJiln
dapat bor&ma b a d Foroita 0,A . ruxicag,
IV .l, POBtnpuH'n.
P*$* Faroes S*A* carupcbtm e a la b e a tu p ab rlh ro -
Ieoit ycac c&iup tu n d l In d o aco la , fearcna d ld irifca a pada
toban 1951 t a i co c o lo i produtiolnyo ycac p o rtcria pada to -
baa 1932. Jo d i m a p a l c o a t i n i cadob b o ru car lo b ib ha -
ren c tobun*
Cclaiipun tolcfc e c a ^ a lm l feoberopa b o ll p o n cco n ti-
no p lnp inoa don season p o ra llb a n d a r i jc ra n Jo pens ho In -
dononla ncstm P*¥» Faroba B. A. c a o ib to ta p dapat ccapor»
tabsafcan bodudarscnaya, b a l l a l dlcobatm an fcarona
roba C.A* to ta p c c a ja c a c a tn d a r i protfnbnya* Cohlncca
kopor&cyaan cacy arcb at tc rhndap b c o ll produb d a r i P* 7*
Faroba C.A* to ta p be oar* Babban dapat t i l t a teata&oa ba -V
oyck o e^ n lt o o n ca lca i bew tfuen to ro tc o a donccn adanya
c o u iix io o ln baru yenc lo b ib o fflo ic ra , donjon adanya no *■
oin-*C30in yanc fcbaouo untuh nosbuat f i l t o r cab in cca t i»
56
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
dah ocab ccndatqaC^sa d a r i lo c r a c c c r l calaupua untuh
i t t t babm -b a hannya nadLh p o rlu r ^ d a tc a £ ic n d a r i lu o r
n o co ri.
£ o p e rtl taLah fcerii cpbat£aa d a le s bab»bab cobclua
nya* c & a tc^cCz ccropekaa ccm vcaicaco c^odo dan p ro dak
d a r i P-T. F tro iu i C.A* tc rc c b a r b a a p lr d ico lo ru b daorab
d l Iadonooia* taaisa d ipo rlukaa ouatu aa ln ran d ia tr lb u o l
oodeailslca rupa ophincca fcoaouacn dcp-at daocaa cadab
apndepatlum nya diocnono& o. C iccap lna h a l tc rc o b a t d ia -
te a £uca oarupc&ca cu a ta oaju roa d a r i p c s o rla ta b onta!i
D on^ttd b a s il produ^nya doncan t«mccanctio& poayaXur yaoc
ccagTinfrancfcaa c a tc ra poracabaca deacon hoac aacn to rc k b ir
C nra-cara pcnyaiurca la lp u n caropotuan cu a ta h a l ycnc pea-
t in e t» c l poracahccn fcaroaa c£aa ncnpcacarubi fcolaaearca
pcajuolcas#
Adapan c a lo re a d in trifc u a l yaac dicuae& ca o lobP .?*
Ftro&a cdaXabi pro<5acen —— poaocsnc ***•*■*« croclr*
»—«— poacccor - * * » fcaacnccn, ZOxaoplnc i t u 5uca uatufc
noabantu p a ra c r o d r dlporcuaahan pula* producsa — ~
pocaccoc dcpo — pcnccccr fccacunen. Jo d i p ara
pceoccaa IniX cb yenc cosponyol habaacsn X anccinc
doacaa porucahaaa codanc (proolr / pcncocor banyo borbu «
boafpa doa^aa pcaocenfl dcpo#
Cl d a les poracafaann dacacn i a i d lo sna o i f a t paoar
jufrmnnM o lob p cn b o ll ( Bayer* a n a rh o t ) , nako o o p o rti
5?
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
halnyo porueahaan-porncahaan ro&o& yanc l a in , onfra P*T*
Fcroka S.At pun a c n c a la a i tcn tancs> » tsD taacca hobat da *
la a co robat bagiaanyo flalea p ac a r. Ten tancarw te n tancan -
I d to rn ta n a C arl bonyaSnya oaln con yanc haruo dihaG a^i
balk C arl pafcrili rcCto!: ag io s don c c a a ta n a tio n a l la ln n y a
iioayadari i n i na to P»?* Foroito D.A# boruoaba n o rp o rta *
frenfran bedudi&aanya d a lca p a s a r bahhan ocnporbacarnya •
tJntu& i t u dipoxauUan cuatu c a ra pcn jualon yens c & tif *
y a itn p a ra fcaaouacn p o rlu d lran casn a coflcnib icn ropa co-
b lncca to r ta r ifc untu^ o o n ilih / ccncoba dan c a n b o li ba «
ren c to rc o b a t. ranseangqn^ranscioncan yens biaoanyo d i <*
poaromahoa d o b porucaboan la ia n y a den ju o a P*1?. Farotu*
S*A* y a itu dcaccn Prom otion. Pada p rin c ip n y a p ro n o tio n
prooca yenc conbantu don ocaberlhon iiaoaa fcopeda
colon p csb & i untufe co n b o li baran# / Joca* Eoncoa po •
n c o rtio a to roobu t naka Promotion cancalsip poyH tlnnca t
p o rso n sl o o llin c , ca lo a p ro o o tlo n dan lo in - la in a l a t ua~
tu h coalac&attxoa pon joalon . Adapun p rcn o c i yanc M aaanya
dipcrcuao^ca o loh P«¥» Faro^a 0*A. adaloh cobacai b o rl **
b a t i t te u a t ao v crto n c i pada o u ra t-c a ra t jbabor, c o ja ln h ,
pcsaosncoa pootor* Dpsadafe diboboxapa tc s p a t ycac dapat
aoaarlfc p o rb a tia n , pcabuatcn knlondor* poeaoatic o i a l l do
^ fe td q sa bioalajp* d i ra d io s ra d io c 3 a ttr» Faaaeancan
o lifla dsn po£ilecy> to p o tcaa d llato& an pada U dto-lio ta bo «
oar* pc^aaaacan poo to r pada teendaroan^itonrtom nn# Doncan
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
ea lo o prom otion e a to ra Ic in s conc& ratl / o cn jn d i cpoaoop
d a le s sm atu ifcut dalcn J a k a r ta C airj P o lcac ©xpo t
<ian po rtan d in caa Ettlu T an£iio# £dapun c a ra la in yens ba*
nyoh diparcuna£an pada caoa cohoronc in i cntuU nelcCzoa -
nc&aa co lon prom otion adalob doncan ja le a cosbcrihan hew
dlcb-fcadiab fcopada fcoacuaoa dan c a t on fcoaoacca* Cora ccs*
to rlfcaa haSlab In i bonsacsa-aacan ado dencan coi^t Im c *
ca se d lcflnn peda bua£ntd cobclob d a le s d lc tc sp o l doncan
fcatc-Iiata dl nana Capet dltultarfcan deacon oo jualob uenc
tu n o l to r tc a tu otaopon deacon c a ra ccxrd^orkca pcaban£iua
pcabnn£;ca d a le s j uni eh to r to n tu kecad ian dapat d ltu lio r-
ftea dca^an had lab -had lah . tictxpxa p erso n a l c o l l in g l a «•
c icay c tidal* b o c ita banyan d ip o rcu n e l^ a , d a le s b a l I n i
ro ro ^a G*A« coaejyicfren cc&11*e£!:11 a te a yang d ic o -
tu t Inope& tur unteUi coagapacl p aro pcaoc&ac dspo d a l on
cenjeltax^cn prcd’Xaiya* Jc d i p o rco aa l o o llin c dljjclcnfcon
oloh p are pococ^nG dopo c o p c rtl fcanvao no h o ta fcocil a -
tau uo Coacwdcoa* H cndatcaci fcioo~!tioo ro M t ycne fcocil
dldopca tdod^op; d lto p l Jo len den cobacolaya yenc lo n e *
eano acn^ual rsh<£s hopeda koaausca tc rcZ ih lr. CatuU ao -
Idccaaduza prom otion l n l r«T . Fitral^o 8*6* noapuayol ba -
Ciea te rc c n C lri ontate coneaconinya. C ^re-cara prom otion
dan co d ta -co d ia cd rcrfclo lnc y aac d ip o rcu acix n u n to n tlo p
doorah adalab b o rlc in a n te*£antuan pada koadean a o r ta ho-
n c n ln c o a o in g daorab* Hal l n l d icobaft^en kctffina
59
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
po rt ip bcac sn o& 3aoda y o ltu o f f i d c a d d arip a£ a p c a o p -
nasa c a ra p rc ^ o d canpaa c a d lo c t f r o r t id n c fcacl can in g ~
o a d n # dasrali y a i ta p o rtlo to a o aa a a ta r a b ioya ycac Gifco-
l ttoifoca dt?acaa k a o il yens diporolch*
ttolcupua p ro so tic a cogapcfrrn £ml yaac pen t in e & >
le a P*£* royofca C*A« acntm tjusuaalah oompafcaa cata-cata-*
nya d & t yanG dapat coaportahan^aa Jutaloh p ca ju a laa car**
t a coaiaifta tfraa f t a d l produ& d oolainitG n oda Juca ra p to r
ycao la in y a ltu i
* peaotapaa b crca Juai
- ncnj& sa Uounccuiim c a tu d arip ad a h a a ll p rod iE id ~
aya
- ccncadaZscn cajnroy uo tah ccacotafeui bacalnoad po -
aorlrcrjan hoaauaca terfeadop h a d l prodofcdaya*
w « a ,
Sal an fcaciaa i a i h a d afcan ocabo riitca o o d iitit os*
roa-aaarca yaac can£xin dapat d i tc r ic a o lo h P*T* Fcroka
a . At uatt& poacbadapi o a iac^n -o a iacca d a lca p ca ju a lan
roti& iaya, cah lnsca dapat ccsportahcnh& n ftedada&aaaya
daXca paoar tehfiOT d a^a t ocaalid iaa JuaXob p c a ju a la a *o *•
hc£sya* Baa bordocarteea koolnpul£n~t;cdn;rjl{xa yoa£ H ad
a n t l l , m lta aaron**oaxcm yaac dapat t e d borifean adal a ii
l f Bcndafcoya ftc c ia ta a difcidanc p ra a o d d ltia £ ia t£ c n *
fcooya uatofe p ro a o tlo a haruo diteafcafc aoas* poaasaacsa
a d v o rto n d d ic u ra t^ a u ra t fcabor» d i rad io ^ rad iQ , b lo o -
60
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
bop lo b lh o o rln e dll<Ua>fcan« Jo d i d a lco h a l l n l £aacan
haaya fcalaa oda protels boru a a ja , oafea hatQ diada&aa
proaooi iso c a ra ba3ar*booaraa oodaao p rcao o l aa tu& pro -
Culi yaac Xaoa Ja ra a c c & m ll, J a d i to !: ca&uncca aanpai
p aa ju a lca c e a a ra a . tlarona d a lea h a l l n l tu ja m p ro so -
131 ado lah uafculi a c a c ia ca tiiaa fcoaoaaca pada h a a ll pro**
du2ad daripada P-7* Rwofca a# A* das DcoporfccnoUUcanya
pada oycac~o»cac yaac bolua ooacanalnya. Cntafc o cac «
b la d a r i o ca r b lcy a d a r i p rcao o i tlda& to r la lu booor *
naira p raaesaosa ifelea doa cobacolnya tid a ls ocab tor**
la lu p ca jaac don booarp ta te p i cainjp d n c k a t don Jo -
la s* yaac tc x p o a tla c adnlob caaa po&aSt# ooaa p cru ca ■-*
haan* com a pcabun£aicaya, Icab aac poracahaaa.
3U E alca h a l noaboriixca had iab-had loh hapaoloh c c a a rib
b a£ i Uoaoaacn, to ta p l hcadolmya ^oacaa to r lo lu d l la -
in&an aocara bartto lo b lh aa . S arcna p cab arica hadlob
b laaaaya dilefcnten tld a ^ ao cara torao coaoroa / tid a k
c o a tln a o , oafco blloaaaia caa tu 'ca&ta had!oh yaac d lb o -
r lh a a fcuranc ceacrlfc oako fccacaaon aitaa Itococa daa
b acan ^d aaa corona akoa l a r i Iropoda rcko^ noxii la in *
nya, Earcaa baayc£i Jaca o rcac y aac naacoba o o a jb lcap
rol3& baaya t^ ie o o to r ta r lb o loh bodlob y aac d ib o r l *»
bca« coblacca fcalca to m y a ta badloim ya tld a b ocn o rilt
la£L» aalta oorcfca ctum l o r l feo noiSi I d a yaac ooobo »
r lh a a hadlob-badlab yaac lo b lh ocaarifc*
61
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
3* r'dcadofr-balcaC er are&a d lb u a t un tuh tn& un-tchun cca »
datcnc hcndclmyn d lb u o t Cancan ££sbar~C3£bay te a
na-w am a yanc c c a c riiu t&cana uatu i: t la p - t lo p ta lc n
a ts a dna ta ln a G o te ll e^sbattxya borboda-*boda c o r ta d i-
b o rl C 3 -ta r d a r i r c c ln c -c a d a c pro£uli yens d lhcollkcB
o lo h P*T» F n rd ia S. A. dan lcab cn c d a r i porucafcccn.
C antaiv c a b e r yens ccSteranc bcnyah d lcu lto l o loh 13a -
c y a rd ra t n lca ln y o coaboy b ln tc n c -b ln to n e f l l a / poro~
G&catl, bunca-bunca a ton b ln a ta n o b ln a tc a n doncan t c r -
na yanc c o n e rik , karcna balondor donccn ccab ar yenc
oonariH elcan d ltcspaU toa c ran e pada tc a p a t- to s p a t yanc
dapat o ea a rlh p o rh a tlen o r one, oodaac tealcndor yaac
fcuranc co n arlli chon d lto sp a th an o renc paCa to cp o t
yanc b u r o c ncaarlfc coblnccn doncan d en lltien cTicn d o *
o lc la h ta ju c a d arlp ad a penbnnten fcnlondor aobagal
a l a t pronool* Codancfcnn pontlno^ya c^ab ar d a r i t ia p *
t ia p produli b o o ll P*£. Faroha fl.A* a o r ta laab an c P«r~
asahsaa d lcm baitian pada haloadov^t^aandor a c a r c a ~
oy&rc&at dapat nencotahui joalo*»jealo ro£oiz apa c a ja
yanc dlhfifrllfcan o loh P*T* Fnro^a 0#A«
4* t:ca£caal poabaac&na jn ca fcondalmya d lb u a t aodoa l felon
ta n a rlfc , oobincco ahan conborlkcn bocaa yaac ao n arlb
don Indah pada p ara fconcacon. ro h lncco « rcn c y*»tf c s -
fccnaraya tid a ti in c ln o c a b a ll to tn p l fcarona to r ta r lk
o loh poabonfifcuimya yanc ccq o rlli ocfca alien ncncobenya*
62
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
5* roayo lo? h£ruo lo b lh e ta * ccsajtfccn p c a ju a lc s didao *
rafcaya csnlnc^Q anlnc* C orutaca u a tu ^ dcarch - O crofc
d isa a a Jan lah pca^ucacnnyo cco lh iz iraac daa Juga no «•
pca^ualca diteerafc*d£xrah y aac aadofe fcocar
ntsa CQtlCa5*tXC£Jiy€i d a ja t nczyoptzbxZzca iadXoh
p ca ju a lca yaac td c h d lc « a l* Cnfct& i a i fean&sSfiyo p i*
bx£: poruoaheaa ju c a ifca t co rrtcn ia , Bc&porhatl&aa oa -
ra n -c a rc n , lap o rca yea# d ib o r ii^ a o loh pceu peayalur»
6. C alm h a l l o l Juca haroa fc ita ooliO U rl borapa po rsca*
fcah c ic a la y a Jualab pcagjloa© rofcofc p u tlh ycnc tc la h
difrunnal P*T* Faro^a C*A. do lao cu a tu docrah d c a la y a
d l «Jaca. Apoiioh deacan gooln{jm Uipa Ju a lah pcadadufc *
cafca cocuaj&ia&aa c c n ln t^ a ta y a p o la poach! as© rc&ou
p u tlh , uatuh i a l P*?« rcrofca S.A . p c rlu c e a p o la jc r i »
dca n o ay o lld liil aocara toroo»T2cnorua oc&r aapoya pa *
l in g cod lfc lt b a d c a poajoaIm d arlp ad a P*3V ra ro ^ a 6*
A« tld a li chen tardeeats o lo h ealnpartnya,
7* E alca pcacaflaftao prcctocl cobolfcnya diic& akan o acara
to jrarah daa dlporclopfcca aocaro c c rc a t, Ja fil tid a ii
a o a l pasaac cajo* t2.calnyof p rc a o d d lpcrlxuat xmtut
jo n ia *&&& y eas In c ln DonCa^at^cm pacorcn bora do »
noaa te a n g iln c a «&ca d icu lia l o lo h daarah to r to a ta *
B alea ccsprosooikan co m ro£<£s y aac ha*u# copaya <H -
por^in tenc£an apebah fiapot nccpoyluao ba£tcnnya d a le s
paoar a ta u Jfcotru corupaisan ea incoa d a r i produit *
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
D* £& biraya dsn l feolaaearaa p ca ju a lcn faaa.il prodafc 1*1*
raro& a E*A, ocka h a ru d a b t* ta p tflin fia t babwa prcco •*
tlo n bu&anlftfc oattt*»atuaya a l a t uatu li aenln^^iatlron
poajualtm * t« ta p i ju g a haruo dl<^cipingi o loh « lo t -
a l a t la in d a l a s carfeetlag*
Peci&ianl&b ca raa-o aran yonfl dapat feoai bo rlkan
Uopada P .T , nirc& a &*£» yaac to la h conboriiiaa iieooapatan
bopada Ucnl untȣ ccacadcbaa ourvoy co y ta ncn^xorikoa
to rcn can~l;o to ran can yang boreona bac^ penyucaaaa o&arlp&i
is l*
64
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO
D a m n kepgctakaab
Edw&rd P .; S t i l l , P i chard 8 .* W c e ra tru .f la irp M » n t« m ft JfrciolaaB * ir a a t ic o - l f c l l Xnc**Enff- lc « o a C liffs* trov Je rse y , 1964.
Cardy, Leonard* F nrfcattafi C ftfttoim .JB jaatftQfliftt Cot C poctroa , iJ,V. B tro ch t, Antwerpen, 1962# Hal* &6*
I to tlo r , P h ilip , r a a o rm s n t n o ls e is . E to n ln n — jao ilf lo a ty ^ th ird © d itio a , J*reatlce J ia ll In te rn a tio n a l Inc* , kondon* 1976*
P h ill ip s , C harlco F* dan Duncan, E o lb o rt J * c P c rfrs tln iy rg in . qftnlpp /ran rpfthodn. R ichard D* t r a in In<u# Uoaevood, I l l i nois* q m th e d itio n , 1968.
G tcnton, m i i o a J»« q frdcaon trit* . o f r«frm anfi» . T ourth e d itio n KcCrft\?*Hill In c ,, 1973#
63
ADLN PERPUSTAKAAN UNIVERSITAS AIRLANGGA
SKRIPSI PERANANAN PROMOTION... MEDIATRIX ARINOTO