ZAHRA, SAFIRA AZ (2026) PENERAPAN KOMUNIKASI PEMASARAN DALAM PROMOSI PLATFORM EDUKASI WRITEEN DI AJANG KIWIE 2025. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Korea International Women’s Invention Exposition (KIWIE) 2025 is an international exhibition and competition that serves as a platform for women inventors to present and promote their innovations to a global audience, including judges, exhibitors, and the general public. This Final Project Report on Achievement examines the application of marketing communication concepts in the promotion of the educational platform Writeen at KIWIE 2025. Writeen is a digital literacy platform designed for adolescents and young adults to enhance reading interest and writing skills through a technology-based approach. The discussion focuses on the communication preparation process, the implementation of promotional activities at the exhibition booth, as well as the evaluation of challenges and communication adjustments made during the event. The application of marketing communication was carried out through interpersonal communication, direct promotion, and message consistency to build brand awareness at the innovation introduction stage. This activity provided benefits in expanding the international exposure of educational innovation, enhancing students’ competencies in practical marketing communication, and strengthening achievement-based learning experiences. Furthermore, participation in KIWIE 2025 aligns with the vision of Universitas Mercu Buana in promoting innovation development, global competitiveness, and active student engagement in international forums. The outcomes of the activity indicate that the student was able to apply marketing communication concepts contextually within an international exhibition environment and to adjust message delivery according to the diverse characteristics of the audience. Keywords: Korea International Women’s Invention Exposition (KIWIE), Writeen, marketing communication, exhibition promotion, brand awareness. Korea International Women’s Invention Exposition (KIWIE) 2025 merupakan ajang pameran dan kompetisi internasional yang berfungsi sebagai wadah bagi penemu perempuan untuk mempresentasikan dan mempromosikan inovasi kepada audiens global, termasuk juri, peserta pameran, dan pengunjung umum. Laporan Tugas Akhir Prestasi ini membahas penerapan konsep komunikasi pemasaran dalam kegiatan promosi platform edukasi Writeen pada ajang KIWIE 2025. Writeen merupakan platform literasi digital yang ditujukan bagi remaja dan dewasa muda sebagai upaya meningkatkan minat baca dan kemampuan menulis melalui pendekatan berbasis teknologi. Fokus pembahasan meliputi proses persiapan komunikasi, pelaksanaan promosi di booth pameran, serta evaluasi hambatan dan penyesuaian komunikasi yang dilakukan selama kegiatan berlangsung. Penerapan komunikasi pemasaran diwujudkan melalui komunikasi interpersonal, promosi langsung, serta konsistensi pesan untuk membangun brand awareness pada tahap pengenalan inovasi. Kegiatan ini memberikan manfaat dalam memperluas eksposur inovasi edukasi di tingkat internasional, meningkatkan kompetensi mahasiswa dalam praktik komunikasi pemasaran, serta memperkuat pengalaman pembelajaran berbasis prestasi. Selain itu, partisipasi dalam KIWIE 2025 selaras dengan visi Universitas Mercu Buana dalam mendorong pengembangan inovasi, daya saing global, dan peran aktif mahasiswa dalam forum internasional. Capaian kegiatan menunjukkan bahwa mahasiswa mampu menerapkan konsep komunikasi pemasaran secara kontekstual dalam lingkungan pameran internasional serta menyesuaikan penyampaian pesan dengan karakteristik audiens yang beragam. Kata Kunci: Korea International Women’s Invention Exposition (KIWIE), Writeen, komunikasi pemasaran, promosi pameran, brand awareness.
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