Implementasi Komunikasi Lintas Media Pada Pemasaran Jasa Pengujian Cemaran EG-DEG di Laboratorium XYZ

Ramadhanti, Firdia Pradita (2025) Implementasi Komunikasi Lintas Media Pada Pemasaran Jasa Pengujian Cemaran EG-DEG di Laboratorium XYZ. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

This study aims to analyze the implementation of cross-media communication strategies in marketing activities of ethylene glycol (EG) and diethylene glycol (DEG) contamination testing services for pediatric syrup pharmaceutical products conducted by XYZ Laboratory in Indonesia. The contamination case, which initially occurred in Gambia, and the report from the Indonesian Ministry of Health triggered the need for regulations from the Indonesian FDA (BPOM) regarding accurate and rapid testing of such contaminants in pharmaceutical products. As a KAN-accredited laboratory, XYZ Lab implements cross-media communication, as proposed by Nancy Baym, by utilizing various communication channels such as email, WhatsApp, Instagram, and webinars via Zoom and YouTube to provide education and expand customer reach. This study employs a qualitative method with Yin's case study approach. The results show that the cross-media communication strategy successfully strengthened customer relationships, increased brand awareness, reached and expanded market segmentation, particularly in the pharmaceutical sector. Although this strategy has been successful in introducing testing services, the study also found that integration between communication channels still needs improvement and further analysis is required to optimize marketing outcomes. This study provides important implications for laboratories in designing more effective and efficient marketing strategies in the digital era.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	cross-media communication, marketing strategy, EG and DEG contamination testing, laboratory, pharmaceutical industry
Subjects:	Communication Science > Marketing Communications Communication Science > Social Media Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi
Depositing User:	Firdia Pradita Ramadhanti
Date Deposited:	23 Apr 2025 03:51
Last Modified:	23 Apr 2025 03:51
URI:	https://repository.bakrie.ac.id/id/eprint/11591

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