Marketing Communication Strategy of Defense and Security Product PT Pindad (Persero)

Main Article Content

Jalesita Putri Pramitha
Mohamad Syahriar Sugandi
Asaas Putra

Abstract

Pindad is an only defense industry that produces weaponry in Indonesia, strives to achieve the autonomy of Indonesia’s primary weaponry defense system. In achieving those objectives, Pindad implemented a marketing communication strategy to carry out about introduction and sales activities for the product, spreading the message nationality, and corporate communication activities. The purpose of this research to see how the process of the communications strategy marketing conducted by Pindad. This research used qualitative methods with a case study approach, and data collection was carried through in-depth interviews and observation. The research showed how the planning process, organizing, actuating, and evaluation by Pindad. Marketing Communication by Pindad departs on the segmentation of different audiences, Pindad divides the company’s focus on the Marketing Departement for the special segment and the Corporate Communication Department for the general segment. In build marketing communication messages, Pindad includes nationality messages to cultivate the product user and society. The marketing communications is also used the communication business cooperation with the other government, company, and marketing sales directly to the intended segment.

Article Details

Section
Articles
Author Biographies

Jalesita Putri Pramitha, Fakultas Komunikasi dan Bisnis, Jurusan Ilmu Komunikasi, Universitas Telkom

Fakultas Komunikasi dan Bisnis, Jurusan Ilmu Komunikasi, Universitas Telkom

Mohamad Syahriar Sugandi, Fakultas Komunikasi dan Bisnis, Jurusan Ilmu Komunikasi, Universitas Telkom

Fakultas Komunikasi dan Bisnis, Jurusan Ilmu Komunikasi, Universitas Telkom

Asaas Putra, Universitas Telkom

Fakultas Komunikasi dan Bisnis, Jurusan Ilmu Komunikasi, Universitas Telkom

References

Arief, A.N. (2019) Strategi Komunikasi Pemasaran Marketplace B2B dan B2C Berbasis UKM (Studi Analisis pada Platform Marketplace BLANJA.com). Universitas Telkom.

Effendy, O.U. (1986) Dimensi-dimensi Komunikasi. Bandung, Alumni.

Kementrian Pertahanan Republik Indonesia (2012) Undang-undang Republik Indonesia No. 16 Tahun 2012 tentang Industri Pertahanan. [Online]. 2012. Available from: https://www.kemhan.go.id/itjen [Accessed: 3 October 2018].

Mahasagara, S.P. (2019) Strategi Komunikasi Taman Budaya Garuda Wisnu Kencana Sebagai Daya Tarik Wisata Budaya di Bali. Universitas Telkom.

Oktora, M.Y. (2017) Komunikasi Pemasaran PT Pindad (Persero) di Kawasan Asia Tenggara. Jurnal Kajian Komunikasi, Universitas Padjajaran. 5 (2), 190–201.

Parag, D. (1999) Communication Management. Kuala Lumpur, Golden Books.

Pindad (2017) Annual Report PT Pindad (Persero) Tahun 2017. [Online]. 2017. Available from: https://www.pindad.com/annual-report. [Accessed: 3 October 2018].

Seskowanti, D.A. (2016) Bauran Promosi Panser Anoa PT . Pindad. Prosiding Manajemen Komunikasi, Universitas Islam Bandung. 2 (2), 265–272.

Sudarsono, J. (2008) Buku Putih Pertahanan Indonesia. [Online]. Jakarta, Departemen Pertahanan Republik Indonesia.

Wijaksono, D.S. (2018) Komunikasi Pemasaran Perum Perhutani dalam Promosi Ekoturisme Kawah Putih. 4 (2), 130–144.