"PERANCANGAN DAN PENDAMPINGAN STRATEGI BRANDING NATA VERA YAYASAN AN-NASHIHIN DALAM MEMBANGUN BRAND AWARENESS MASYARAKAT” (PERIODE PROGRAM PENDAMPINGAN JUNI 2019 – APRIL 2020)

ARIEFVIYANTI, ALVINA WORO (2020) "PERANCANGAN DAN PENDAMPINGAN STRATEGI BRANDING NATA VERA YAYASAN AN-NASHIHIN DALAM MEMBANGUN BRAND AWARENESS MASYARAKAT” (PERIODE PROGRAM PENDAMPINGAN JUNI 2019 – APRIL 2020). S1 thesis, Universitas Mercu Buana.

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Abstract

This Final Project of the Country Cares discusses the design of a branding strategy for the Nata Vera product of the An-Nashihin Foundation, South Tangerang, which aims to build community brand awareness. This product is a distinctive drink produced directly by An-Nashihin Foundation students. The reason we chose this Nata Vera product is because the product is somewhat unique, a product made from aloe vera and uses other natural ingredients, preservative-free. This product branding activity aims to make the product more easily recognized and remembered, because previously the product did not have a brand and was not marketed anywhere. By utilizing online and offline media which are used as a means of building public brand awareness and used as a promotional tool to expand brand awareness of Nata Vera An Nashihin products. Marketing strategy plays an important role to build brand awareness, and attract and retain customers. The task of a strategy designer is, someone who designs and arranges promotional activities carried out by MSMEs that are tailored to the targets. One of the strategies used in the Nata Vera branding activity is to use Instagram and Facebook social media to reach community brand awareness, especially in the Kademangan area of South Tangerang City. Keywords: Assistance, UMKM, Promotion Strategy, Brand Awareness Tugas Akhir Peduli Negeri ini membahas tentang Perancangan pendampingan strategi branding produk Nata Vera milik Yayasan An-Nashihin Tangerang Selatan yang bertujuan membangun kesadaran merek masyarakat. Produk ini t merupakan minuman khas yang diproduksi langsung oleh siswa Yayasan An-Nashihin. Alasan kami memilih produk Nata Vera ini karena produk tersebut terbilang unik, produk berbahan dasar lidah buaya serta menggunakan bahan-bahan alami lainnya, bebas pengawet. Kegiatan branding produk ini bertujuan agar produk lebih mudah dikenali dan diingat, karena sebelumnya produk tersebut belum memiliki merek dan belum dipasarkan kemanapun. Dengan melakukan pemanfaatan media online dan offline yang digunakan sebagai sarana membangun kesadaran merek masyarakat dan digunakan sebagai sarana promosi untuk memperluas kesadaran merek produk Nata Vera An Nashihin. Strategi pemasaran memegang peranan penting untuk membangun kesadaran merek, serta menarik dan mempertahankan pelanggan. Tugas seorang perancang strategi yaitu, seseorang yang merancang dan menyusun kegiatan promosi yang dilakukan oleh UMKM yang disesuaikan dengan target sasaran. Salah satu strategi yang digunakan dalam kegiatan branding Nata Vera yaitu dengan menggunakan pemanfaatan media sosial Instagram dan Facebook untuk mencapai kesadaran merek masyarakat khususnya wilayah Kademangan Kota Tangerang Selatan. Kata kunci : Pendampingan, UMKM, Strategi Promosi, Kesadaran Merek

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 015
Call Number: SK/43/21/074
NIM/NIDN Creators: 44316010010
Uncontrolled Keywords: Pendampingan, UMKM, Strategi Promosi, Kesadaran Merek
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 > 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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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: 18 May 2022 02:15
Last Modified: 13 Mar 2023 07:09
URI: http://repository.mercubuana.ac.id/id/eprint/61214

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