Marketing Promotion Pt. Gemilang Aksara Mulia Jakarta Dalam Event Goes To Hospital Untuk Membangun Brand Positioning Media Online Momdadi.Com

Abstract

This research aims to find out how the Marketing Promotion of PT. Gemilang Aksara Mulia Jakarta in the Goes To Hospital Event to Build Brand Positioning Online Media Momdadi.com? This research uses the concept: Three Ways Strategy from Thomas L. Harris. By Push Strategy (Push Strategy), Pull Strategy (Interest Strategy,), and Pass Strategy (Strategy to persuade). The paradigm used: is Constructivism paradigm, Research approach: Qualitative, and Research Methods: Qualitative Descriptive. Research Subject: is Marketing Promotion, research subjects consist of Key informants and informants. Research Object: is the Goes to Hospital Event to build brand positioning. Data collection: obtained through participant observation, semistructured interviews and in-depth interviews, also obtained data from literature and qualitative studies. Research Results: found that Marketing Promotion of PT. Gemilang Aksara Mulia Jakarta, which focuses on the Marketing division, has succeeded in building brand positioning activities using the Three Ways Strategy, by Push Publication Strategy through social media, Pull Strategy of media events such as talk shows, workshops, and bazzar, publications through Instagram, Twitter, and Facebook. Pass Strategy by doing charity activities watching movies together with orphans in cinema, and collaboration with the government as a media partner during the 2018 Asian Games.