Barliana, Upie (2020) Strategi Brand Commucation dalam Membangun Brand Awareness CV. Huma Pictures Semarang. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
This research was conducted to find out what brand communication strategies carried out by Huma Pictures as a company engaged in the field of photo studio services, photography and videography. Analyzes based on target audience, main messages and creative counters owned by CV Huma pictures. After that analyze the SWOT from the strategy carried out by Huma Pictures. After a SWOT analysis, an analysis is also carried out, this research also looks at how the brand communication strategy is on brand awareness by describing where the Brand Awareness that Huma Pictures has reached. The approach taken by this strategy is descriptive qualitative with case study research methods using interview, observation and documentation data collection techniques to obtain unity and conclusions. The communication strategy used in building brand awareness is to maintain good service quality that can make customers use their services again and recommend Huma Pictures to others (word of mouth). Besides that reviews on Google Review and Instagram social media help Huma Pictures in increasing brand awareness from customers where customers from Huma Pictures have more students. Keywords : brand communication strategy, SWOT, Brand awareness Penelitian ini dilakukan untuk mengetahui strategi komunikasi merek apa yang dilakukan oleh Huma Pictures sebagai perusahaan yang bergerak di bidang jasa studio foto, fotografi dan videografi. Menganalisa berdasarkan target audiens, pesan utama dan kontern kreatif yang dimiliki oleh CV Huma pictures. Setelah itu menganalisa SWOT dari strategi yang dilakukan oleh Huma Pictures. Setelah dilakukan analisis SWOT, dilakukan juga analisis, pada penelitian ini juga melihat bagaimana strategi komunikasi merek pada brand awareness dengan cara mendeskripsikan sudah sampai ditahapan mana Brand Awareness yang sudah dimiliki oleh Huma Pictures. Pendekatan yang dilakukan oleh strategi ini adalah Kualitatif deskriptid dengan metode penelitian studi kasus dengan menggunakan teknik pengumpulan data wawancara, observasi dan dokumentasi untuk mendapatkan kesatuan dan kesimpulan. Strategi komunikasi yang digunakan dalam membangun brand awareness adalah dengan mempertahankan kualitas servis yang baik yang dapat membuat pelanggan menggunakan jasanya kembali dan merekomendasikan Huma Pictures kepada orang lain (word of mouth). Selain itu ulasan pada Google Review dan media sosial Instagram membantu Huma Pictures dalam meningkatkan brand awareness dari pelanggan dimana pelanggan dari Huma Pictures lebih banyak mahasiswa. Kata kunci :
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44215110018 |
| Uncontrolled Keywords: | brand communication strategy, SWOT, Brand awareness. Strategi brand communication, SWOT, Brand awareness |
| Subjects: | 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 > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 15 Sep 2022 06:58 |
| Last Modified: | 15 Sep 2022 06:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69125 |
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