RAMADHAN, REIZALDY MUHAMAD (2020) STRATEGI BRANDING YOUNG ON TOP MELALUI PEMBERDAYAAN KOMUNITAS (Studi Kasus pada Event PT YOT Inspirasi Nusantara Jakarta Tahun 2019). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Today's digital marketing techniques are seen entering the era. But for some The current condition of the business environment can be said to be competitive. The company is competing to continue to improve services and good relationships with consumers, one of which is through the community. One service sector that still uses community empowerment as a Branding Strategy is Young On Top. This study aims to determine the branding strategy carried out by Young On Top. This study also explains the branding strategies used by Young On Top both through online and offline media to contribute to the implementation of community empowerment to achieve Young On Top branding strategy activities. The concept of this study refers to the stages of the branding strategy activities of Rimsky K. Judisuseno, namely: brand identity (logo or tagline), marketing communication and customer service activities. And the literature review used in this research is marketing communication, integrated marketing communication, branding strategy, brand community, and community empowerment. This study uses a constructivist paradigm with a qualitative approach and case study methods. Data collection techniques carried out through observation and in-depth interviews with informants. The data validity checking technique uses triangulation of sources by means of participant observation or the researcher is directly involved at the time of observation and that is to use 4 (four) different informants to obtain data validity. The results of this study explain the branding strategy used by Young On Top through community empowerment through online media (digital assets and social media) and offline (events). Kondisi lingkungan bisnis saat ini dapat dikatakan sebagai kondisi yang kompetitif. Perusahaan melakukan persaingan untuk terus memperbaiki pelayanan dan hubungan yang baik dengan konsumen salah satunya melalui komunitas. Salah satu bidang usaha jasa yang masih menggunakan pemberdayaan komunitas nya sebagai Strategi Branding adalah Young On Top. Penelitian ini bertujuan untuk mengetahui strategi branding yang dilakukan oleh Young On Top. Penelitian ini juga menjelaskan strategi branding yang digunakan oleh Young On Top baik melalui media online maupun offline berkontribusi terhadap pelaksanaan pemberdayaan komunitas guna mencapai kegiatan strategi branding Young On Top. Konsep penelitian ini mengacu pada tahapan aktivitas strategi branding dari Rimsky K. Judisuseno yaitu: brand identity (logo ataupun tagline), marketing communication dan kegiatan customer service. Dan tinjauan pustaka yang digunakan dalam penelitian ini adalah komunikasi pemasaran, integrated marketing communication, strategi branding, brand community, dan empowerment community. Penelitian ini menggunakan paradigma konstruktivitis dengan pendekatan kualitatif dan metode studi kasus. Teknik pengumpulan data dilakukan melalui observasi dan wawancara secara mendalam kepada narasumber. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber yaitu dengan cara participant observation atau peneliti terlibat langsung pada saat observasi dan yaitu menggunakan 4 (empat) informan yang berbeda untuk mendapatkan keabsahan data. Hasil penelitian ini menjelaskan strategi branding yang digunakan Young On Top melalui pemberdayaan komunitas dilakukan melalui media online (digital asset dan sosial media) dan offline (event).
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