Proposed effective cigarette media communication to maintain awareness in DKI Jakarta
List of Authors
Marvel Bileam Kindangen , Sudrajati Ratnaningtyas
Keyword
Cigarette, regulations, media communication, cigarette display case
Abstract
With so many regulations on cigarette media communication, it has resulted in limited activities for cigarette product communication, especially in DKI Jakarta, this has resulted in limited or reduced awareness of cigarette products. In this writing, the author conducts research on PT Surya Madistrindo as the sole distributor of PT Gudang Garam Tbk quantitatively and qualitatively by conducting an initial survey of hundreds of consumers and in-depth interviews with various interested parties from consumers, traditional retail outlet owners and the retail experts from PT Surya Madistrindo to obtain an effective form of communication media in maintaining or increasing consumer awareness of cigarettes while still being guided by existing government regulations. The results of this study found that cigarette display cases were the most effective communication media in maintaining consumer awareness. In addition, insights were also obtained about what kind of cigarette display case would be most effective in maintaining consumer awareness of the product. So, it is proposed that several activities need to be carried out to maintain awareness of the products distributed by PT Surya Madistrindo such as prioritizing budget allocations for the addition of cigarette display cases and making directions regarding the execution of placement and maintenance of cigarette display cases and cigarette display displays. With this proposal, it is hoped that awareness of the products distributed will be maintained.
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