Daftar Isi

DAFTAR ISI

LEMBAR PENGESAHAN SKRIPSI................................................................. ii

LEMBAR PERNYATAAN ................................................................................ iii

LEMBAR PENGESAHAN SIDANG ................................................................ iv

LEMBAR PERUNTUKAN ................................................................................ v

RIWAYAT HIDUP .............................................................................................. vi

KATA PENGANTAR ........................................................................................ viii

ABSTRAK ......................................................................................................... xiv

DAFTAR ISI ....................................................................................................... xv

BAB I. PENDAHULUAN

A. Latar Belakang Masalah.............................................................................. 1

B. Rumusan Masalah dan Pembatasan Masalah............................................ 7

C. Tujuan dan Manfaat Penelitian................................................................... 8

BAB II. KERANGKA TEORI

A. Landasan Teori ........................................................................................... 10

1. Komunikasi........................................................................................... 10

a. Pengertian......................................................................................... 10

b. Fungsi............................................................................................... 11

c. Tujuan............................................................................................... 11

2. Komunikasi Pemasaran ...................................................................... 11

a. Pengertian......................................................................................... 11

b. Tujuan .............................................................................................. 12

c. Proses-proses .................................................................................. 12

3. Publikasi................................................................................................ 18

a. Pengertian dan Bentuk-bentuk Publikasi......................................... 18

b. Pengertian Publisitas........................................................................ 18

c. Perbedaan antara Publikasi dengan Publisitas................................ 19

d. Contoh Kasus Publisitas................................................................... 21

4. Aplikasi Words of Mouth....................................................................... 22

B. Kerangka Pemikiran ................................................................................. 23

BAB III. METODE PENELITIAN

A. Pendekatan dan Jenis Penelitian ............................................................. 26

B. Dasar-Dasar Penelitian Kualitatif.............................................................. 27

C. Ciri-Ciri Penelitian Kualitatif...................................................................... 30

D. Kehadiran Peneliti..................................................................................... 30

E. Lokasi Penelitian....................................................................................... 31

F. Teknik Pengumpulan Data dan Informasi................................................ 33

G. Teknik Analisis Data................................................................................. 34

H. Sumber Data............................................................................................. 35

I. Waktu Penelitian....................................................................................... 36

IV. PROFIL PERUSAHAAN

A. Sejarah Perusahaan............................................................................. 37

B. Visi dan Misi Perusahaan..................................................................... 38

C. Struktur Organisasi Perusahaan.......................................................... 39

D. Lokasi Usaha........................................................................................ 40

E. Produk-Produk PT. LHM...................................................................... 40

F. Lokasi Pemasaran................................................................................ 42

G. Sistem Pertanian Terpadu (Integrated Farming System).................... 42

H. Kegiatan Usaha Lainnya....................................................................... 44

I. Teknologi Tepat Guna dalam Penerapan Konsep LEISA.................... 44

J. Sasaran Integrated Farming System...................................................... 44

K. Motto LHM........................................................................................... 45

L. Kualitas................................................................................................. 45

M. Kebijakan-Kebijakan dalam Perusahaan............................................... 45

N. Keterangan-Keterangan Tambahan...................................................... 46

V. HASIL, PEMBAHASAN, DAN ANALISIS DATA

A. Hasil Penelitian..................................................................................... 54

1. Pengutamaan Publikasi Pada Starbio Plus.............................. 54

2. Cara-Cara Mempublikasikan Starbio Plus .............................. 54

3. Cara Mempresentasikan Starbio Plus ..................................... 58

4. Teknik Memancing WOM........................................................ 64

B. Pembahasan......................................................................................... 64

C. Analisis Data......................................................................................... 72

BAB VI. KESIMPULAN DAN SARAN

A. Kesimpulan .......................................................................................... 79

B. Saran .................................................................................................. 81

DAFTAR PUSTAKA ......................................................................................... 82

LAMPIRAN-LAMPIRAN.................................................................................... 84

LAMPIRAN 1 ...................................................................................................... 84

LAMPIRAN 2 ...................................................................................................... 103

LAMPIRAN 3 ...................................................................................................... 108

LAMPIRAN 4 ...................................................................................................... 124