Implementasi Digital Promotion Pusat Penelitian Kelapa Sawit melalui PPKS TV

Abstract

The title of this research is "Implementation of Digital Promotion Indonesian Oil Palm Research institute through PPKS TV". The research method is descriptive qualitative. The purpose of the research is to find out how the application or implementation of digital promotion (digital promotion) carried out by the Palm Oil Research Center through PPKS TV media. Theories and concepts in this research are using Integrated Marketing Communication (IMC), Digital Marketing, Digital Promotion and Promotion Mix. The data collection techniques used in this research are observation, interviews, and documentation. The number of informants in this study were 5 people who were determined based on predetermined criteria. Informants are people who work at the Indonesian Oil Palm Research Institute in the Branding and Promotion Division and are directly related to the problem. The results of this study indicate the implementation of digital promotion carried out by the Indonesian Oil Palm Research Institute through PPKS TV based on five components or indicators of promotion mix including advertising, sales promotion, personal selling, public relations, and direct and digital marketing. In advertising PPKS TV produces advertising content that is not advertised. Implementation of sales promotion with the design of product purchase promo flyers on Instagram social media. Personal selling where PPKS TV uses an offline promotion method such as exhibition events and online promotion through social media to drive traffic to offline events. Public relations by publicizing company activities with the community and uploaded through all company social media such as Instagram, Facebook, Youtube, and TikTok. PPKS TV is only limited to promoting and directing consumers to the marketing team, so direct and digital marketing and closing sales are still the job of the marketing team.