KEMALA, TANTRI SILVIA (2019) STRATEGI MARKETING PUBLIC RELATIONS ONLINE SHOP BODY BIG SIZE DALAM MEMBANGUN BRAND AWARENESS DAN MINAT BELI PELANGGAN MELALUI AKUN INSTAGRAM @BODYBIGSIZE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Clothing is a primary thing that is needed by everyone in all corners of the world, not to mention fat people though. The need to look fashionable makes these special people try to find clothes that fit their body sizes that keep up with fashion trends. This is what drives clothing entrepreneurs in the plus size segment to create a product for plus size while keeping abreast of fashion developments. In this study using the concept of Public Relations Marketing Strategy where the strategy used consists of push, pull and pass. In addition, another concept used is brand awareness. The paradigm of this research is constructivism with the case study method. Where the primary data obtained is the result of in-depth interviews with key informants and informants from internal parties as well as external parties such as Body Big Size customers. The results of this research are Public Relations Marketing Strategies in building Brand Awareness and Customer Purchase Interests through the @BodyBigSize Instagram account using the Push, Pull and Pass strategy. Where in social media Body Big Size posts such as providing education, holding quizzes and giving promos to attract customers, where this is done so that promotional activities become more effective in order to achieve company goals. Keyword : Marketing Public Relations Strategy, Brand Awareness, Social Media Busana merupakan hal primer yang dibutuhkan oleh setiap orang diseluruh penjuru dunia, tidak terkecuali orang bertubuh gemuk sekalipun. Kebutuhan untuk tampil modis membuat para special people ini berusaha untuk mencari pakaian yang sesuai dengan ukuran tubuh mereka yang tetap mengikuti perkembangan mode. Hal ini yang mendorong pengusaha pakaian pada segmen plus size untuk meciptakan sebuah produk untuk ukuran plus namun tetap mengikuti perkembangan fashion. Dalam penelitian ini menggunakan konsep Strategi Marketing Public Relations dimana startegi yang digunakan terdiri dari push, pull dan pass. Selain itu, konsep lain yang digunakan adalah brand awareness. Paradigma penelitian ini adalah konstruktivisme dengan metode studi kasus. Dimana data primer yang diperoleh merupakan hasil dari wawancara mendalam (in depth interview) dengan Key Informan dan Informan baik dari pihak internal perusahaan maupun pihak eksternal seperti pelanggan Body Big Size. Hasil penelitian ini Strategi Marketing Public Relations dalam membangun Brand Awareness dan Minat Beli Pelanggan Melalui akun instagram @BodyBigSize menggunakan strategi Push, Pull dan Pass. Dimana di dalam media sosial Body Big Size memposting seperti memberikan edukasi, mengadakan kuis dan memberikan promo-promo agar menarik minat pelanggan, dimana hal ini dilakukan agar kegiatan promosi menjadi lebih efektif demi mencapai tujuan perusahaan. Kata Kunci : Strategi Marketing Public Relations, Brand Awareness, Media Sosial
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PR. 19 390 |
| NIM/NIDN Creators: | 44215110016 |
| Uncontrolled Keywords: | Strategi Marketing Public Relations, Brand Awareness, Media Sosial |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan 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 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 21 Mar 2023 07:54 |
| Last Modified: | 21 Mar 2023 07:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/75353 |
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