MAMDUH, NAUFAL (2021) ANALISIS STRATEGI INTEGRATED MARKETING COMMUNICATION TERKAIT BRAND AWARENESS DI KALANGAN GENERASI MILENIAL. S2 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01. COVER.pdf Download (225kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02. BAB I.pdf Restricted to Registered users only Download (288kB) |
|
|
Text (BAB II)
03. BAB II.pdf Restricted to Registered users only Download (304kB) |
|
|
Text (BAB III)
04. BAB III.pdf Restricted to Registered users only Download (40kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (209kB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (69kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (276kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The focus of this research is the Integrated Marketing Communication (IMC) strategy related to brand awareness among the millennial generation in Erajaya company, especially in Erafone. The research approach is qualitative and the case study method and the research paradigm is constructivism. The results showed that the IMC Erajaya strategy related to Erafonebrand awareness among the millennial generation followed the behavior of millennial generation consumers. Erajaya applies the six IMC components in marketing activities through retail and online as well as applies the AIDDA message processing model. The communication pattern of the millennial generation in processing messages from Erajaya's IMC strategy regarding Erafone brand awareness occurs in digital and conventional spaces. The interesting components of IMC are sales promotion, personal selling and publicity. The constraints in implementing Erajaya's IMC strategy from the producer side are that millennial generation consumers prefer online shopping and have difficulty accessing smartphone credit services. Meanwhile, from the consumer side, constraints occur in the application of personal selling and advertising which is not optimal. Keywords: Millenial Generations, Integrated Marketing Communication, Brand Awareness and Erajaya. Fokus penelitian ini mengenai strategi Integrated Marketing Communication (IMC) terkait brand awareness di kalangan generasi milenial di perusahaan Erajaya khususnya pada Erafone. Pendekatan penelitian adalah kualitatif dan metode studi kasus serta paradigma penelitian yaitukonstruktivisme. Hasil penelitian menunjukan bahwa strategi IMC Erajaya terkait brand awareness Erafone di kalangan generasi milenial mengikuti prilaku konsumen generasi milenial. Erajaya menerapkan keenam komponen IMC di kegiatan pemasaran melalui retail dan online serta menerapkan model pengolahan pesan AIDDA. Pola komunikasi generasi milenial dalam mengolah pesan dari strategi IMC Erajaya terkait brand awareness Erafone terjadi di ruang digital dan konvensional. Komponen IMC yang menarik yaitu sales promotion, personal selling dan publicity. Kendala dalam penerapan strategi IMC Erajaya dari sisi produsen adalah konsumen generasi milenial lebih menyukai belanja online dan kesulitan untuk mengakses layanan kredit smartphone. Sedangkan dari sisi konsumen kendala terjadi pada penerapan personal selling dan advertising yang kurang maksimal. Kata Kunci: Generasi Milenial, Integrated Marketing Communication, Brand Awareness dan Erajaya
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55218120023 |
| Uncontrolled Keywords: | Generasi Milenial, Integrated Marketing Communication, Brand Awareness dan Erajaya |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 22 Nov 2021 06:11 |
| Last Modified: | 22 Nov 2021 06:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/47635 |
Actions (login required)
 |
View Item |
