STRATEGI PROMOSI CLEVELAND CYCLEWERKS MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DAN PENJUALAN SELAMA MASA PANDEMI COVID-19 (PERIODE MARET 2020 – SEPTEMBER 2020

MAHDYATIARA, NOVINDA (2021) STRATEGI PROMOSI CLEVELAND CYCLEWERKS MELALUI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS DAN PENJUALAN SELAMA MASA PANDEMI COVID-19 (PERIODE MARET 2020 – SEPTEMBER 2020. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In early 2020, Indonesia started to infect the Covid-19 virus. The impact of the Covid-19 pandemic is a variety of parties. Business becomes one of the sectors that were impacted quite large, even experiencing crisis in the middle of this pandemic. In a short time, the marketing patterns changed. From offline to online. During this pandemic, social media has been one of the most effective communications forms. It can be seen that social media phenomenon, one of them Instagram, is currently experiencing it is usefulness, especially for the world of marketing communication at the Covid-19 Pandemic. Cleveland CycleWerks tried to use social media Instagram to keep his business. This research aims to find out the Cleveland CycleWerks promotion strategy through the social media Instagram to increase the brand awareness and sales during Covid-19 pandemic with a study of Cleveland’s Instagram activities during the Covid-19 pandemic from March 2020 to September 2020. The Theories used are Marketing Mix 4P from Kotler and keller, STP (Segmentation, targeting, Positioning) and Pyramid Brand Awareness from Aaker with case study research methods. The results showed Cleveland’s sales during the Pandemic period declined. This is due to Clevelan’s limitations in promoting it’s product. Pandemic also affect the economy, so consumers prefer not to spend expenses. Keywords : Strategy, Promotion, Marketing Mix, Brand Awareness, Sales Di awal tahun 2020, Indonesia mulai terjangkit virus Covid-19. Dampak dari pandemi Covid-19 dirasakan berbagai pihak. Bisnis menjadi salah satu sektor yang terdampak cukup besar, bahkan mengalami krisis di tengah pandemi ini. Dalam waktu yang cukup singkat, pola pemasaran pun berubah. Dari offline menjadi online. Selama masa Pandemi ini, media sosial menjadi salah satu bentuk komunikasi yang paling efektif. Dapat dilihat bahwa fenomena penggunaan media sosial, salah satunya Instagram, saat ini dapat dirasakan sekali kegunaannya, terutama bagi dunia komunikasi pemasaran di saat pandemi Covid-19 ini. Cleveland CycleWerks berusaha menggunakan media sosial Instagram untuk tetap mempertahankan bisnisnya. Penelitian ini bertujuan untuk mengetahui strategi Promosi Cleveland Cyclewerks melalui sosial media Instagram untuk meningkatkan brand awareness dan penjualan selama Pandemi Covid-19 dengan suatu studi aktifitas Instagram Cleveland selama masa pandemi Covid-19 yaitu dari bulan Maret 2020 - September 2020. Teori yang digunakan yaitu Marketing Mix 4P dari Kotler & Keller, STP (Segmentation, Targeting, Positioning) dan Piramida Brand Awareness dari Aaker dengan metode penelitian studi kasus. Hasil penelitian menunjukkan penjualan Cleveland selama masa Pandemi menurun. Hal ini disebabkan karena keterbatasan Cleveland dalam mempromosikan produknya. Pandemi juga mempengaruhi perekonomian, sehingga konsumen lebih memilih untuk tidak melakukan banyak pengeluaran. Kata Kunci: Strategi, Promosi, Marketing Mix, Brand Awareness, Penjualan

Item Type: Thesis (S2)
NIM/NIDN Creators: 55218120026
Uncontrolled Keywords: Strategi, Promosi, Marketing Mix, Brand Awareness, Penjualan
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
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
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 > 794.12 Strategy and Tactics/Strategi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 20 Oct 2023 03:42
Last Modified: 20 Oct 2023 03:42
URI: http://repository.mercubuana.ac.id/id/eprint/82916

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