Sagala, Ayu Soraya (2023) KOMUNIKASI PEMASARAN DIGITAL UNTUK MENINGKATKAN BRAND AWARENESS PRAMBORS (Studi Deskriptif pada Prambors Podcast Periode Januari - Juli 2023). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This research aims to describe the digital marketing communication in Prambors Podcast to improve Prambors brand awareness among listeners. This research used a descriptive research approach by involving informants who play a role in Prambors Podcast digital marketing communication activities, including the Program Director On-Air & Digital Prambors, Digital Content Manager Prambors, Marketing & Promotion Assistant Manager Prambors, Public Relations & Partnership Staff Prambors, and Script Writer Prambors Podcast. The primary data collection method was carried out through observation and in-depth interviews with those interviewees. Meanwhile, secondary data is obtained from various sources, such as reports on Prambors Podcast digital marketing communication activities, Prambors company profile, and other related documents. The data collected was then analyzed qualitatively with a descriptive approach. The result of this study revealed Prambors Podcast’s digital marketing communication activities consisted of two aspects, namely content development and promotion. In the content aspects, Prambors used cliffhanger, collaborations, and giveaways to captivate and engage audiences. In the promotional aspects, Prambors used press conferences, cross-platform promotions, Searh Engine Optimization (SEO), email marketing, Digital Out Of Home (DOOH) advertising, and sponsorships to expand their reach and increase brand awareness. In addition, Prambors through its digital marketing communication did not only aim to increase Prambors brand awareness as a conventional radio station, but focused more on building Prambors brand awareness as a relevant and innovative digital brand for the younger generation in Indonesia. Penelitian ini bertujuan untuk mendeskripsikan komunikasi pemasaran digital yang dilakukan oleh Prambors Podcast dalam upaya meningkatkan brand awareness Prambors di kalangan pendengar. Penelitian ini menggunakan pendekatan penelitian deskriptif dengan melibatkan narasumber yang berperan dalam kegiatan komunikasi pemasaran digital Prambors Podcast termasuk Program Director On-Air & Digital Prambors, Digital Content Manager Prambors, Marketing & Promotion Assistant Manager Prambors, Public Relations & Partnership Staff Prambors, serta Script Writer Prambors Podcast. Metode pengumpulan data primer dilakukan melalui observasi dan wawancara mendalam (in-depth interview) dengan narasumber-narasumber tersebut. Sementara, data sekunder diperoleh dari berbagai sumber, seperti laporan kegiatan komunikasi pemasaran digital Prambors Podcast, company profil Prambors, dan dokumen terkait lainnya. Data yang terkumpul kemudian dianalisis secara kualitatif dengan pendekatan deskriptif. Hasil penelitian ini mengungkapkan kegiatan komunikasi pemasaran digital Prambors Podcast terdiri dari dua aspek utama, yaitu pengembangan konten dan promosi. Dalam aspek konten, Prambors menggunakan cliffhanger, kolaborasi dan giveaway untuk memikat dan melibatkan audiens. Dalam aspek promosi, Prambors menggunakan press conference, promosi lintas platform, Search Engine Optimization (SEO), email marketing, Digital Out Of Home (DOOH) advertising, dan sponsorship untuk memperluas jangkauan dan meningkatkan brand awareness. Selain itu, Prambors melalui komunikasi pemasaran digitalnya tidak hanya bertujuan untuk meningkatkan brand awareness Prambors sebagai stasiun radio konvensional, melainkan lebih fokus pada membangun brand awareness Prambors sebagai brand digital yang relevan dan inovatif bagi generasi muda di Indonesia.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44317110034 |
| Uncontrolled Keywords: | Komunikasi Pemasaran Digital, Brand Awareness, Media Digital, Podcast, Prambors Digital Marketing Communication, Brand Awareness, Digital Media, Podcast, Prambors |
| 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: | PANCA LEGA SILABAN |
| Date Deposited: | 16 Sep 2023 06:57 |
| Last Modified: | 16 Sep 2023 06:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81028 |
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