STRATEGI PROMOSI DALAM MEMBANGUN BRAND MEDIA MANDIRI (Studi Kasus Donatur Media Mandiri)

ROSMALAH D.K., KARTINI (2015) STRATEGI PROMOSI DALAM MEMBANGUN BRAND MEDIA MANDIRI (Studi Kasus Donatur Media Mandiri). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Mandiri is a new brand of service marketing which offers scholarship in the field of proselytizer and entrepreneurship. The interesting thing is that the marketing communication used to promote is the students who had the scholarship, their responsibility as the personal selling team of Media Mandiri are searching for the donor. The objective in this research is to find out promotion strategy to build brand of Media Mandiri. The theory used in this research is IMC and Brand Equity by David A. Aaker. Paradigm in the research is constructivist. Meanwhile, the method used is qualitative single case study that is donors of Media Mandiri. The result of study: (1) Time conditional: by personal selling (presentation) and advertising in the form of the distribution of brochures during the presentation and dissemination outlets to shops and restaurants. Now, the Media Mandiri indirectly does brand awareness, brand association, and brand loyalty to the donors. (2) Time temporal: the spread of advertising (piggy bank) and sales promotion (keychain) in the month of Ramadan. While Khataman Quran recitation event conducted in accordance with the request of donors, so it is temporary only. In this promotional activity, Media Mandiri are doing perceived quality and brand loyalty to the donors. That is how the quality of the impression formed donors see the Media Mandiri, so it is showed that brand loyalty on the part of donors to the Media Mandiri. Keywords: promotion strategy, IMC (Integrated Marketing Communication), and brand.==== Mandiri adalah brand baru dari lembaga pemasaran jasa beasiswa pendidikan sarjana da’i dan wirausaha. Menariknya komunikasi pemasarannya menggunakan mahasiswa yang telah dibeasiswakan menjadi tim personal selling Media Mandiri. Tujuan dalam penilitian ini adalah untuk mengetahui strategi promosi dalam membangun brand Media Mandiri. Dalam penelitian ini, teori yang digunakan yaitu IMC (Integrated Marketing Communication) dan brand equty/ekuitas merek (David A. Aaker). Paradigma dalam penelitian ini yaitu konstruktivis. Sedangkan, metode yang digunakan adalah kualitatif dengan studi kasus tunggal yaitu donatur Media Mandiri. Hasil dari penelitian ini adalah: (1) Waktu kondisional: dengan cara personal selling (presentasi) dan advertising/periklanan dalam penyebaran brosur saat presentasi dan penyebaran gerai ke toko-toko dan rumah makan. Dalam waktu ini, Media Mandiri secara tidak langsung sedang melakukan brand awareness, brand association, dan brand loyality kepada donatur. (2) Waktu temporal: dilakukan dengan menyebarkan advertising (berupa celengan), sales promotion (berupa gantungan kunci) saat bulan Ramadhan. Sementara acara pengajian khataman Quran dilakukan sesuai dengan permintaan donatur, jadi sifatnya hanya temporer saja. Dalam kegiatan promosi ini, Media Mandiri sedang melakukan perceived quality dan brand loyality kepada donatur. Artinya bagaimana kesan kualitas donatur terbentuk melihat Media Mandiri, sehingga terlihat brand loyalitas dari pihak donatur kepada Media Mandiri. Kata kunci: strategi promosi, IMC (Integrated Marketing Communication), dan brand.

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