TARMINIH, IIN (2022) AKTIVITAS BRANDING PT. CITRA WAHANA TEKNOLOGI DALAM MEMBANGUN BRAND AWARENESS PERUSAHAAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PT Citra Wahana Teknologi has done many ways to deal with the digital industry era, one of which is through branding activities. PT Citra Wahana Teknlogi conducted several publications to build the company's Brand Awareness. They want to keep up with developments and competition in the technology industry where the VR/AR industry is not yet widely known to the public. Their own branding activities are carried out through news channels on the website, social media and participating in several events. Nowadays most people use the internet and social media to interact and find the information they need. This is the benchmark for SHINTA VR to take the opportunity to continue to build Brand Awareness as a technology-based company today. In this research, the researcher uses the concept of branding activity and brand awareness. The researcher chose these concepts because they were in accordance with what was happening in the field. These concepts are also considered relevant to the current industrial 4.0 era. This study uses the concept of branding including brand positioning, brand identity, and brand personality and communication. The paradigm used in this research is constructivism using descriptive qualitative research and case study methods. The primary data collection uses interviews with the validity of the triangulation data sources. The results of the study indicate that the planning of PT Citra Wahana Teknologi's Branding activities is very mature and detailed regarding the arrangement of activities and planning. PT Citra Wahana Teknologi uses several channels, both social media and mass media to carry out its branding activities. PT Citra Wahana Teknologi is still aware that there are still many people who do not understand the benefits of VR/AR technology. So based on this they carry out branding activities while introducing the benefits of VR/AR to the public. Keyword: Branding Activity, Brand Awareness,Publications Banyak cara yang dilakukan oleh PT Citra Wahana Teknologi untuk menghadapi era industri digital salah satunya melalui aktivitas branding PT Citra Wahana Teknlogi melakukan beberapa publikasi untuk membangun Brand Awareness perusahaan. Mereka ingin mengikuti perkembangan dan persaingan dalam industri teknologi di mana industri VR/AR belum terlalu diketahui publik secara luas. Aktivitas branding mereka sendiri dilakukan lewat kanal berita di website,media sosial serta turut serta dalam beberapa event. Saat ini kebanyakan orang menggunakan internet dan sosial media untuk berinteraksi dan mencari informasi yang mereka butuhkan. Hal tersebut yang menjadi tolak ukur SHINTA VR mengambil peluang untuk terus membentuk Brand Awareness sebagai perusahaan berbasis teknologi saat ini. Dalam peneltian yang ini peneliti memakai konsep aktivitas branding dan brand awareness. Peneliti memilih konsep konsep tersebuat karena sesuai dengan apa yang terjadi di lapangan. Konsep konsep tersebut juga dinilai relevan dengan era industri 4.0 sekarang ini. Penelitian ini menggunakan konsep branding di antaranya brand positioning, brand identity, dan brand personality dan communication. Paradigma yang digunakan dalam penelitian ini adalah konstruktivisme dengan menggunakan jenis penelitian kualitatif deskriptif dan metode studi kasus. Adapun pengumpulan data primer menggunakan wawancara dengan keabsahan data triangulasi sumber. Hasil penelitian menunjukkan bahwa Dalam perencanaan aktifitas Branding PT Citra Wahana Teknologi sangat matang dan detail mengenai susunan aktifitas dan planing.. PT Citra Wahana Teknologi menggunakan beberapa saluran baik media social maupun media massa untuk melakukan aktifitas Branding nya. PT Citra Wahana Teknologi masih menyadari masih banyak khalayak belum memahami manfaat dari teknologi VR/AR. Maka berdasar hal tersebut mereka melakukan aktifitas Branding sambil mengenalkan apa manfaat VR/AR kepada publik. Kata Kunci: Aktifitas Branding , Brand Awareness,Publikasi
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