STRATEGI KOMUNIKASI PEMASARAN MAGNA CHANNEL DALAM MENINGKATKAN BRAND AWARENESS

HAMDANI, MUHAMMAD (2022) STRATEGI KOMUNIKASI PEMASARAN MAGNA CHANNEL DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Marketing communication strategies need to be carried out to increase brand awareness of the company. In this study, researchers examined the marketing communication strategy activities carried out by Magna Channel in increasing brand awareness. Magna channel is the first digital terrestrial television in Indonesia which is a subsidiary of Media Group which officially broadcasts for the first time on July 16, 2020 starting at 15.00 WIB. This research is about a marketing communication strategy that uses elements of the marketing mix and promotion mix based on segmenting, targeting, positioning (STP) and SWOT analysis by Magna Channel. This study uses a constructivism research paradigm with a qualitative approach, with a qualitative descriptive research method. Data collection techniques were carried out using two data sources, primary data and secondary data. The primary data in this study were interviews and observations. Secondary data from this research is from literature studies, documents and archives sourced from books that are relevant to the research topic. The marketing communication strategy carried out by Magna Channel integrates online and offline marketing communication activities by making interactive media the main tool, supported by other tools such as advertising, sales promotion, public relations, and personal selling. Keywords: Marketing Communication, Digital Television, Magna Channel, Brand Awareness Strategi komunikasi pemasaran perlu dilakukan utuk meningkatkan brand awareness terhadap perusahaan. Dalam penelitian ini peneliti meneliti strategi komunikasi pemasaran yang dilakukan Magna Channel dalam meningkatkan brand awareness. Magna channel adalah televisi digital terrestrial pertama di Indonesia yang merupakan anak perusahan dari Media Group yang resmi mengudara pertama kalinya pada 16 Juli 2020 mulai pukul 15.00 WIB. Penelitian ini mengenai strategi komunikasi pemasaran yang menggunakan unsur bauran pemasaran dan berbagai tools bauran promosi berdasarkan segmentasi, targeting, positioning (STP) dan analisis SWOT yang dimiliki oleh Magna Channel. Penelitian ini menggunakan paradigma penelitian kontruktivisme dengan pendekatan kualitatif, dengan metode penelitian deskriptif kualitatif. Teknik pengumpulan data dilakukan dengan menggunakan dua sumber data yakni data primer dan sekunder. Data primer dalam penelitian ini adalah wawancara dan obeservasi. Data sekunder dari penelitian ini yaitu dari studi kepustakaan, dokumen dan arsip yang bersumber dari buku-buku yang relevan dengan topik penelitian. Strategi komunikasi pemasaran yang dilakukan Magna Channel mengintegrasikan kegiatan komunikasi pemasaran online dan offline dengan menjadikan media interaktif sebagai tools utama, didukung dengan berbagai tools lainya seperti periklanan, promosi penjualan, hubungan masyarakat, dan personal selling. Kata kunci : Komunikasi Pemasaran, Televisi Digital, Magna Channel, Brand Awareness

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 22 069
NIM/NIDN Creators:	44317120032
Uncontrolled Keywords:	Komunikasi Pemasaran, Televisi Digital, Magna Channel, Brand Awareness
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast > 070.195 Television/Televisi 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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:	ADELINA HASNA SETIAWATI
Date Deposited:	27 Oct 2022 08:04
Last Modified:	27 Oct 2022 08:04
URI:	http://repository.mercubuana.ac.id/id/eprint/71034

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