BASIT, ABDUL (2024) IMPLEMENTASI PROMOSI VISUAL MERCHANDISING MEREK STRADIVARIUS KOTA KASABLANKA UNTUK MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study explores the implementation of visual merchandising promotion of Stradivarius Kota Kasablanka brand to build brand awareness. Stradivarius, part of Inditex Group, has entered the Indonesian market by presenting trendy and fashionable fashion collections. This study aims to analyze how visual communication applied in merchandising can influence brand perception and consumer awareness in the local market. Qualitative research methods were used to evaluate visual communication strategies, including store design, product layout, and promotional materials used by Stradivarius in various locations in Indonesia. Data were collected through indepth interviews with area managers, visual analysis of store displays, and interviews with Stradivarius' visual merchandising area and window dressers. The results showed that the implementation of effective visual merchandising communication, such as attractive layout and consistent promotional materials, played a significant role in increasing brand awareness. Store design that is in accordance with local trends and strategic product placement helps create an attractive shopping experience and leaves a positive impression on consumers. This study concludes that an integrated visual communication strategy that is in accordance with local market preferences can strengthen the Stradivarius brand position and increase brand awareness in the Indonesian market. Kata Kunci: komunikasi visual merchandising, brand awareness, stradivarius, fashion retail. Penelitian ini mengeksplorasi implementasi promosi visual merchandising dari merek Stradivarius kota kasablanka untuk membangun brand awareness. Stradivarius, bagian dari Inditex Group, telah memasuki pasar Indonesia dengan menghadirkan koleksi fashion yang trendi dan modis. Penelitian ini bertujuan untuk menganalisis bagaimana komunikasi visual yang diterapkan dalam merchandising dapat memengaruhi persepsi merek dan kesadaran konsumen di pasar lokal. Metode penelitian kualitatif digunakan untuk mengevaluasi strategi komunikasi visual, termasuk desain toko, penataan produk, dan materi promosi yang digunakan oleh Stradivarius di berbagai lokasi di Indonesia. Data dikumpulkan melalui wawancara mendalam dengan area manajer, analisis visual dari tampilan toko, serta wawancara terhadap area visual merchandising dan window dresser Stradivarius. Hasil penelitian menunjukkan bahwa implementasi komunikasi visual merchandising yang efektif, seperti penataan yang menarik dan materi promosi yang konsisten, berperan signifikan dalam meningkatkan brand awareness. Desain toko yang sesuai dengan tren lokal dan penempatan produk yang strategis membantu menciptakan pengalaman berbelanja yang menarik dan meninggalkan kesan positif pada konsumen. Penelitian ini menyimpulkan bahwa strategi komunikasi visual yang terintegrasi dan sesuai dengan preferensi pasar lokal dapat memperkuat posisi merek Stradivarius dan meningkatkan kesadaran merek di pasar Indonesia. Kata Kunci: komunikasi visual merchandising, brand awareness, stradivarius, fashion retail.
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