STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Pada Upnormal Coffee Roaster Wahid Hasyim) Periode Februari – Maret 2019

RAMADHANI, NABILLA (2019) STRATEGI BRAND COMMUNICATION DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Pada Upnormal Coffee Roaster Wahid Hasyim) Periode Februari – Maret 2019. S1 thesis, Universitas Mercu Buana.

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Abstract

Brand communication is very important to communicate its brand to the public to build consumer brand awareness. With good brand communication, the brand gets positive and high brand awareness. A well-managed brand communication will be able to differentiate the company and its products from its competitors. In this study Upnormal Coffee Roaster Wahid Hasyim has a way to communicate the brand to the public. The purpose of this study was to determine the Upnormal Coffee Roaster Wahid Hasyim's brand communication strategy in building brand awareness in customers. In this research, Upnormal Coffee Roaster Wahid Hasyim included in the multi-brand strategy because the company introduced various additional brands in the same product category. This research uses qualitative research with a case study method and this study uses data collection techniques through collecting interviews and observations to find planning and implementation. The results of this research revealed that Upnormal Coffee Roaster Wahid Hasyim's brand communication activities won the SWOT and STP analysis components to determine the potential collected by Upnormal Coffee Roaster Wahid Hasyim's. And using brand communication with customer relations, social media, events and applications. Keywords: brand communication, brand awareness, Upnormal Coffee Roster. Brand communication sangat penting untuk mengkomunikasikan mereknya kepada masyarakat untuk membangun kesadaran merek konsumennya. Dengan komunikasi merek (brand coommunication) yang baik, merek tersebut mendapat hal positif dan kesadaran merek yang tinggi. Komunikasi merek yang dikelola dengan baik akan mampu membedakan perusahaan dan produknya dari pesaingnya. Dalam penelitian ini Upnormal Coffee Roaster Wahid Hasyim memiliki cara untuk mengkomunikasikan merek tersebut ke masyarakat. Tujuan dari penelitian ini adalah untuk mengetahui strategi komunikasi merek Upnormal Coffee Roaster Wahid Hasyim dalam membangun kesadaran merek pada pelanggan. Pada penelitian ini Upnormal Coffee Roaster Wahid Hasyim termasuk ke dalam strategi multi merek (multi brand strategy) karena perusahaan memperkenalkan berbagai merek tambahan dalam kategori produk yang sama. Penelitian ini adalah tipe penelitian kualitatif dengan metode studi kasus dan penelitian ini menggunakan teknik pengumpulan data melalui wawancara mendalam dan observasi untuk mengetahui tahap perencanan dan pelaksanaan. Hasil dari penelitian ini mengungkapkan bahwa kegiatan komunikasi merek yang dilakukn Upnormal Coffee Roaster Wahid Hasyim mengacu pada komponen analisis SWOT serta STP untuk mengetahui potensi yang dimiliki oleh Upnormal Coffee Roaster Wahid Hasyim. Serta menggunakan komunikasi merek dengan customer relationship, media sosial, event, dan aplikasi. Kata Kunci: brand communication, brand awareness, Upnormal Coffee Roster.

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 082
Call Number: SK/43/19/054
NIM/NIDN Creators: 44315110029
Uncontrolled Keywords: brand communication, brand awareness, Upnormal Coffee Roster.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 17 May 2022 02:46
Last Modified: 16 Feb 2023 01:55
URI: http://repository.mercubuana.ac.id/id/eprint/61149

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