LENA, BERTHA (2010) STRATEGI PROMOSI UNTUK MENINGKATKAN AWARENESS DAN IMAGE BIR PLETOK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The background of this research is based by desire to preserve the Betawi traditional drink, called Bir Pletok. This product seems barely audible as it is covered by various invasive noise of other beverage products. All this time, the level of public awareness of Bir Pletok existence is a negative. Named as Bir Pletok also lowered the public image of this beverage. Peoples think that Bir Pletok can be intoxicating, but this is just a delicious and refreshing traditional beverage consists of a mixture of ginger and various spices. Based on the background that has been stated above, the descriptive study was conducted to determine how public awareness of Bir Pletok, how Bir Pletok image in consumers' minds, how to position Bir Pletok among other traditional drinks, and what promotional strategies to raise awareness and image of Bir Pletok inside consumers mind. The data used are primary and secondary, where primary data obtained through questionnaires distributed to respondents and the secondary data obtained from marketing books that support the writing of this thesis. The population of this research is RW 03 Kelurahan Jatipadang. Samples taken from the population with a Purposive Sampling Method. The method of analysis with descriptive analysis, STP, 4P, and Promotion Strategy Analysis. The result obtained from respondents state that the most important thing when buying traditional drink is the health benefits. Overall awareness and image of the respondents about Bir Pletok is good. Bir Pletok promotion of the seller or manufacturer is still weak and the respondents agree that if the government and community leaders suggested to contribute to preserving this Betawi traditional drink. Suggested promotional strategies to raise awareness and image of the Bir Pletok is through advertisements on television by using the perfect the tagline to take advantage of the influential figures, included in the exhibition and bazaar, includes news about Bir Pletok in newspapers, woman magazines, teenagers magazine, and children magazine. Do not forget the promotion via the Internet asPenelitian ini dilatar belakangi oleh keinginan untuk melestarikan minuman tradisional Betawi yang bernama Bir Pletok. Produk ini tampaknya hampir tidak terdengar gaungnya karena tertutup oleh riuh rendahnya serbuan aneka produk minuman lainnya. Selama ini diperkirakan tingkat kesadaran masyarakat akan keberadaan bir pletok cukup rendah ditambah nama “bir pletok” yang berkonotasi negative turut menurunkan citra bir pletok dibenak masyarakat yang mengira bahwa minuman ini adalah “bir” yang bisa memabukkan, padahal ini hanyalah minuman tradisional daerah yang nikmat dan menyegarkan karena terbuat dari campuran jahe dan aneka rempah. Penelitian ini dilakukan untuk mengetahui bagaimana kesadaran masyarakat akan keberadaan bir pletok, bagaimana citra bir pletok di benak konsumen, bagaimana posisi bir pletok diantara minuman tradisional lainnya, dan strategi promosi apa yang diperlukan untuk meningkatkan kesadaran (awareness) dan citra (image) bir pletok dibenak konsumen. Data yang digunakan adalah data primer dan sekunder,dimana data primer didapat melalui kuesioner yang disebar kepada responden sedangkan data sekunder didapatkan dari buku-buku marketing yang berfungsi mendukung penulisan karya akhir ini. Populasi dari penelitian ini adalah penduduk RW 03 Kelurahan Jatipadang Kecamatan Pasar Minggu. Sebanyak 313 sampel diambil dengan metode Purposive Sampling. Metoda analisis dengan Analisis Deskriptif, Analisis STP, 4P dan Analisis Strategi Pemasaran. Hasil yang didapat dari responden menyatakan bahwa yang paling utama ketika memutuskan untuk membeli minuman tradisional.adalah manfaatnya bagi kesehatan. Secara keseluruhan awareness dan image responden akan bir pletok masuk pada kategori baik. Promosi bir pletok dari penjual atau produsen masih lemah dan responden setuju bila pemerintah dan tokoh masyarakat menganjurkan untuk turut melestarikan minuman tradisional Betawi ini. Strategi promosi yang disarankan untuk meningkatkan awareness dan image terhadap bir pletok adalah melalui iklan di televisi dengan menggunakan tagline yang jitu dengan memanfaatkan tokoh atau selebriti yang berpengaruh, mengikutsertakan dalam pameran dan bazaar, memuat berita tentang bir pletok di koran-koran, majalah wanita, remaja dan anak-anak dan tak lupa promosi melalui internet sebagai media yang sangat ampuh untuk perluasan pasar. a powerful medium for market expansion.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-10-097 |
| NIM/NIDN Creators: | 55107120043 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 25 May 2022 03:52 |
| Last Modified: | 14 Jul 2022 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61796 |
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