PROMOTION DIVISION STRATEGY OF PT. KUBIK KREASI SISILAIN TO INCREASE INTENTION TO BUY

Abstract

PT. Kubik Kreasi Sisilain is Indonesia’s leading Human Resource partner, which specializes in Leadership and Personal Development. Since 1999, Kubik Leadership has been trusted by more than 150 clients and many prominent multinational corporations. The purposes of yhis research are to learn more of the promotion division strategy of Kubik Leadership to increase intention to buy. By using in-depth interview, data were collected from Kubik Leadership’s employee, who are the General Manager of Sales Marketing and Supervisor of Promotion Division. Marketing Public Relations guides how each strategy is implemented. This theory represents the idea of PR preview view of what is expected to happen. In implementing the program there are four efforts to achieve the goal, namely Research, Planning and Programming, Action and Communicating and Evaluation the program. Marketing Public Relations Strategy is an effort to stimulate buyers and can provide satisfaction to customers. The conclusion is the marketing public relations strategy undertaken by Promotion Division is conducting market research to obtain information from the public both internal and external to understand the problem faced with accurate, determine the rational and competitive the problem solve, taking action and communicating to achieve the program objective and commitment to the promotion division program.