KHAERANI, INDAH (2022) STRATEGI KOMUNIKASI PEMASARAN ROKOK FORTE DALAM MENINGKATKAN BRAND AWARENESS PADA TAHUN 2020. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Dibalik pro dan kontra industri tembakau, persaingan bisnis juga menjadi salah satu tantangan dalam memasarkan produk-produk rokok di Indonesia. Masing-masing pebisnis dituntut untuk bertindak seefektif dan seefisien mungkin untuk memasarkan produk dan menarik konsumen. Strategi perusahaan berkomunikasi dengan konsumen menjadi inti pergerakan bisnis tersebut. Membangun brand awareness (kesadaran merek) pada masa awal pandemi merupakan sebuah tantangan besar bagi perusahaan. Begitu juga dengan brand FORTE yang masih terbilang baru. Dari fenomena tersebut, penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan FORTE untuk meningkatkan brand awareness pada tahun 2020. Penelitian ini menggunakan paradigma penelitian konstruktivisme dengan pendekatan kualitatif, dengan metode penelitian deskriptif. Teori dan konsep yang digunakan untuk mengkaji penelitian ini adalah bauran promosi oleh Belch & Belch yang menjelaskan tentang advertising, direct marketing, digital marketing, sales promotion, publicity, dan personal selling, serta teori mengenai Komunikasi Pemasaran, Analisis SWOT, STP, Bauran Pemasaran, Pemasaran digital, Strategi Komunikasi Pemasaran, Branding, dan Brand Awareness. Hasil dari penelitian ini dapat disimpulkan bahwa bauran promosi menurut Belch & Belch yang dijalankan oleh FORTE hanya advertising dan digital marketing. Untuk meningkatkan Brand Awareness saat pandemi COVID-19 melanda Indonesia pada 2020, FORTE menggunakan pemasaran digital sebagai strategi komunikasi pemasaran. Dalam hal ini, aktivitas sosial media, kolaborasi, endorsement mampu meningkatkan brand awareness FORTE pada masa pandemi di tahun 2020. Kata kunci: Komunikasi Pemasaran, Rokok, Promosi, Kesadaran Merek Behind the pros and cons of the tobacco industry, business competition is also one of the challenges in marketing cigarette products in Indonesia. Each businessman is required to act as effectively and efficiently as possible to market products and attract consumers. The company's strategy of communicating with consumers is at the core of the business movement. Building brand awareness in the early days of the pandemic is a big challenge for companies. Likewise with the FORTE brand which is still relatively new. From this phenomenon, this study aims to find out the marketing communication strategy that is being carried out by FORTE to increase brand awareness in 2020. This study uses a constructivism research paradigm with a qualitative approach, with a descriptive research method. The theory and concept used to study this research is the promotional mix by Belch & Belch which explains advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling, as well as theories on Marketing Communication, SWOT Analysis, STP, Marketing Mix, Digital marketing, Marketing Communication Strategy, Branding, and Brand Awareness. The results of this study can be concluded that the promotional mix according to Belch & Belch that is run by FORTE is only advertising and digital marketing. To increase Brand Awareness when the COVID-19 pandemic hit Indonesia in 2020, FORTE used digital marketing as a marketing communication strategy. In this case, social media activities, collaborations, endorsements can increase FORTE's brand awareness during the pandemic in 2020. Keywords: Marketing Communication, Cigarette, Promotion, Brand Awareness
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44319110043 |
| Uncontrolled Keywords: | Marketing Communication, Cigarette, Promotion, Brand Awareness,Komunikasi Pemasaran, Rokok, Promosi, Kesadaran Merek |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 06 Jan 2023 03:26 |
| Last Modified: | 06 Jan 2023 03:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/73100 |
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