ADAPTASI PENGGUNAAN INSTAGRAM UNTUK BRAND AWARENESS PRODUK PORCELAIN TABLEWARE Studi Kasus Instagram @Zentableware

WULANDARI, CATUR (2023) ADAPTASI PENGGUNAAN INSTAGRAM UNTUK BRAND AWARENESS PRODUK PORCELAIN TABLEWARE Studi Kasus Instagram @Zentableware. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Industrial revolution 4.0 is a trend that collaborates an automation and data exchange covering cyber, physical, internet system in various industry. Macro and micro industries in all sectors are required to adapt to various technologies, especially in adapting of new media for marketing. This study aims to determine the adaptation efforts and success of brand awareness through Instagram which is as strategy brand awareness by PT. Indo Porcelain as owner of Brand Zentableware thru instagram @zentableware. This study uses Kotler and Keller.s theory of Marketing Communication, Brand Awareness Theory and New Media Theory . Those marketing theories elaborated for digitalization era. The approach used in this research is a qualitative methode with a case study methode. Data collection techniques through interviews with internal stakeholders of PT. Indo Porcelain as the owner of Instagram zentableware who uses instagram as a new media for brand awareness. Observations were also made on instargram content and documentation. The result of the researches are brand awareness is very important as the first entrance. If brand awareness has entered to the target’s mind, secondly there will be a desire to try the product. The third, satisfaction of product, quality and loyalti will arise. The informants who are the source of the data, have reached the top of mind int the pyramid of brand awareness. Keywords : Porcelain Tableware, Brand Awareness, Zentableware,New Media,Instagram Revolusi Industri 4.0 adalah tren yang mengkolaborasikan otomatisasi dan pertukaran data yang mencakup sistem siber, fisik, internet dalam berbagai industri. Industri besar maupun kecil di berbagai sektor dituntut beradaptasi dengan berbagai macam teknologi, terutama dalam penggunaan media baru untuk pemasaran. Penelitian ini bertujuan untuk mengetahui upaya adaptasi dan keberhasilan brand awareness melalui instagram yang merupakan upaya komunikasi pemasaran terutama brand awareness yang dilakukan oleh PT. Indo Porcelain melalui Instagram @zentableware. Penelitian ini menggunakan teori Komunikasi Pemasaran Kotler and Keller ,Teori Brand Awareness serta teori Media Baru yang menjadi tren dalam pemasaran di era digitalisasi. Pendekatan yang digunakan dalam penelitian ini yaitu metode kualitatif dengan metode studi kasus dengan teknik pengumpulan data melalui wawancara kepada para internal stakeholder PT.Indo Porcelain selaku owner instagram zentableware yang memanfaatkan Instagram sebagai media dalam melakukan brand awareness. Hasil yang peneliti dapatkan yaitu Brand Awareness sangat penting. Yang pertama, jika brand awareness sudah masuk kedalam pemikiran target. Yang kedua akan ada keinginan untuk mencoba produk tersebut. Dan, yang ketiga akan timbul kepuasan terhadap produk, kualitas serta akan timbul loyality. Para Informan yang menjadi sumber data sudah mencapai puncak pemikiran (top of mind) dalam piramida kesadaran merek. Kata Kunci : Porcelain,Tableware,Zentableawre,Brand Awareness, Media Baru, Instagram

Item Type: Thesis (S2)
Call Number CD: CD/552. 22 003
NIM/NIDN Creators: 55220120012
Uncontrolled Keywords: Porcelain,Tableware,Zentableawre,Brand Awareness, Media Baru, Instagram
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.2 Individual Psychology, Characters/Psikologi Individual, Karakter > 155.24 Adaptability and Adjustment/Adaptasi dan Penyesuaian
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
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
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 > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 17 Mar 2023 07:13
Last Modified: 17 Mar 2023 07:13
URI: http://repository.mercubuana.ac.id/id/eprint/75216

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