{"title":"分析事件2018年本田摩托车手日作为非管理沟通的更多工具PT ASTRA本田汽车","authors":"R. Wijoyo, Itca Istia Wahyuni","doi":"10.36782/jcs.v9i1.1898","DOIUrl":null,"url":null,"abstract":"This study aims to find out the \"Honda Bikers Day 2018\" event as a main tool in the marketing communication mix of PT Astra Honda Motor (AHM). The method used in this research is a descriptive qualitative case study. The \"Honda Bikers Day 2018\" event was held to maintain consumer loyalty. As the largest automotive company in Indonesia which has a high level of sales, this event is an AHM's effort to maintain its existence. This event that embraces the consumers’ community won the ‘Best of the Best Maintaining Loyalty Event’ in the annual Mix Magazine award, Indonesia Most Experiential Brand Activation 2018, proving its success in packaging the community-based marketing and loyalty event. To cite this article (7 th APA style): Wijoyo, R. A. N. & Wahyuni, I. I. (2019). Analisis Ajang “Honda Bikers Day 2018” sebagai Main Tools dalam Bauran Komunikasi Pemasaran [The Analysis of “Honda Bikers Day 2018” Event as Main Tools of Marketing Communication Mix]. Journal Communication Spectrum, 9 (1), 30-41. http://dx.doi.org/10.36782/jcs.v9i1.1898","PeriodicalId":52783,"journal":{"name":"Journal Communication Spectrum","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2019-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"ANALISIS EVENT HONDA BIKERS DAY 2018 SEBAGAI MAIN TOOLS DALAM BAURAN KOMUNIKASI PEMASARAN PT ASTRA HONDA MOTOR\",\"authors\":\"R. Wijoyo, Itca Istia Wahyuni\",\"doi\":\"10.36782/jcs.v9i1.1898\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to find out the \\\"Honda Bikers Day 2018\\\" event as a main tool in the marketing communication mix of PT Astra Honda Motor (AHM). The method used in this research is a descriptive qualitative case study. The \\\"Honda Bikers Day 2018\\\" event was held to maintain consumer loyalty. As the largest automotive company in Indonesia which has a high level of sales, this event is an AHM's effort to maintain its existence. This event that embraces the consumers’ community won the ‘Best of the Best Maintaining Loyalty Event’ in the annual Mix Magazine award, Indonesia Most Experiential Brand Activation 2018, proving its success in packaging the community-based marketing and loyalty event. To cite this article (7 th APA style): Wijoyo, R. A. N. & Wahyuni, I. I. (2019). Analisis Ajang “Honda Bikers Day 2018” sebagai Main Tools dalam Bauran Komunikasi Pemasaran [The Analysis of “Honda Bikers Day 2018” Event as Main Tools of Marketing Communication Mix]. Journal Communication Spectrum, 9 (1), 30-41. http://dx.doi.org/10.36782/jcs.v9i1.1898\",\"PeriodicalId\":52783,\"journal\":{\"name\":\"Journal Communication Spectrum\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-04-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal Communication Spectrum\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.36782/jcs.v9i1.1898\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal Communication Spectrum","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.36782/jcs.v9i1.1898","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究旨在找出“2018年本田自行车日”活动作为PT Astra Honda Motor（AHM）营销传播组合的主要工具。本研究所采用的方法是描述性的定性案例研究。为保持消费者忠诚度，举办了“2018本田自行车日”活动。作为印尼销量最高的最大汽车公司，此次活动是AHM为维持其生存所做的努力。这项拥抱消费者社区的活动在2018年印度尼西亚最具体验性品牌激活年度Mix杂志奖中获得了“最佳维护忠诚度活动”，证明了其在包装社区营销和忠诚度活动方面的成功。引用这篇文章（第7届APA风格）：Wijoyo，R.A.N.&Wahyuni，I.I.（2019）。分析Ajang“2018本田自行车日”作为Bauran Komunikasi Pemasaran的主要工具[分析“2018本田摩托车日”活动作为营销传播组合的主要工具]。通讯频谱杂志，9（1），30-41。http://dx.doi.org/10.36782/jcs.v9i1.1898
ANALISIS EVENT HONDA BIKERS DAY 2018 SEBAGAI MAIN TOOLS DALAM BAURAN KOMUNIKASI PEMASARAN PT ASTRA HONDA MOTOR
This study aims to find out the "Honda Bikers Day 2018" event as a main tool in the marketing communication mix of PT Astra Honda Motor (AHM). The method used in this research is a descriptive qualitative case study. The "Honda Bikers Day 2018" event was held to maintain consumer loyalty. As the largest automotive company in Indonesia which has a high level of sales, this event is an AHM's effort to maintain its existence. This event that embraces the consumers’ community won the ‘Best of the Best Maintaining Loyalty Event’ in the annual Mix Magazine award, Indonesia Most Experiential Brand Activation 2018, proving its success in packaging the community-based marketing and loyalty event. To cite this article (7 th APA style): Wijoyo, R. A. N. & Wahyuni, I. I. (2019). Analisis Ajang “Honda Bikers Day 2018” sebagai Main Tools dalam Bauran Komunikasi Pemasaran [The Analysis of “Honda Bikers Day 2018” Event as Main Tools of Marketing Communication Mix]. Journal Communication Spectrum, 9 (1), 30-41. http://dx.doi.org/10.36782/jcs.v9i1.1898
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