WIBOWO, NABILA NOVIANTI (2024) STRATEGI KOMUNIKASI PEMASARAN REBRANDING EXSPORT DALAM MEMPERTAHANKAN BRAND DI PASAR TAS LOKAL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the current era of fashion trends development, increasingly sophisticated technology is used in various aspects of life, including business. Rebranding has become a widely used strategy, as seen with the Exsport brand, which has undertaken rebranding to maintain its position in the local bag market. Exsport employs marketing communication strategies through various media, including social media and collaborations with influencers. This study aims to determine the effectiveness of the marketing communication strategies implemented by Exsport in the rebranding process. The theory used is Kotler's marketing communication theory, which includes marketing communication strategies and brand management to create value for customers. The research method is descriptive qualitative, with data collection techniques through in-depth interviews and company document analysis. Researchers conducted interviews with Exsport management and analyzed various promotional materials used in the rebranding efforts. The results showed that the marketing communication strategies implemented by Exsport, including the use of social media and collaborations with influencers, were quite effective in maintaining the brand in the local bag market. Innovation and adaptation to changing market trends are crucial in efforts to maintain and strengthen brand positions. Pada era perkembangan tren fashion saat ini, teknologi yang semakin canggih digunakan dalam berbagai aspek kehidupan, termasuk bisnis. Rebranding menjadi strategi yang banyak digunakan, seperti pada brand Exsport yang melakukan rebranding untuk mempertahankan posisinya di pasar tas lokal. Exsport menerapkan strategi komunikasi pemasaran melalui berbagai media, termasuk media sosial dan kolaborasi dengan influencer. Penelitian ini bertujuan untuk mengetahui efektivitas strategi komunikasi pemasaran yang diterapkan oleh Exsport dalam proses rebranding. Teori yang digunakan adalah teori komunikasi pemasaran dari Kotler yang mencakup strategi komunikasi pemasaran dan pengelolaan brand untuk menciptakan nilai bagi pelanggan. Metode penelitian adalah deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam dan analisis dokumen perusahaan. Peneliti melakukan wawancara dengan manajemen Exsport dan menganalisis berbagai materi promosi yang digunakan dalam upaya rebranding. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan oleh Exsport, termasuk penggunaan media sosial dan kolaborasi dengan influencer, cukup efektif dalam mempertahankan brand di pasar tas lokal. Inovasi dan adaptasi terhadap perubahan tren pasar sangat penting dalam upaya mempertahankan dan memperkuat posisi brand.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FK/PKP. 24 063 |
| NIM/NIDN Creators: | 44320110057 |
| Uncontrolled Keywords: | Rebranding, Strategi Komunikasi Pemasaran, Exsport, Tas Lokal |
| Subjects: | 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: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 08 Oct 2024 02:32 |
| Last Modified: | 08 Oct 2024 02:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92299 |
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