RAMADHAN, RIDWAN (2025) PEMANFAATAN PROMOSI VESPA ELETTRICA DALAM MEMBANGUN BRAND AWARENESS DI MEDIA SOSIAL INSTAGRAM (Studi di Dealer Vespa Motoplex Kebon Jeruk, Jakarta Barat tahun 2024). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing population in the DKI Jakarta area certainly has an impact on traffic jams and air pollution in the city of Jakarta. The government has made many efforts to overcome air pollution that occurs in the city of Jakarta. Through this, Piaggio Indonesia accepted the government's offer to produce electric vehicles that implement an environmentally friendly system with high quality features with the presence of the Vespa Elettrica. The researcher uses the marketing mix theory which includes the elements of the 4P with the elements of Promotion, Place, Product and Price and combines brand awareness indicators which include the elements of Top of Mind, Brand Recall, Brand Recognition, Unaware of Brand, and online promotion indicators This study aims to find out the promotional activities of Vespa elettrica in building brand awareness on Instagram social media. The research method used is qualitative. The data collection techniques used are in-depth interviews with resource persons, field observations and documentation data. The results of this study contain Vespa elettrica promotion activities on Instagram social media that have been carried out by Media specialists and Sales consultants to build brand awareness with the aim of always getting the sales target of the Vespa elettrica unit, namely by promoting it on Instagram social media. Keywoard:bauran pemasaran, promosi,brand awareness Meningkatnya jumlah penduduk di wilayah DKI Jakarta tentunya berdampak pada kemacetan dan polusi udara yang terjadi di Kota Jakarta. Banyak upaya yang dilakukan oleh pemerintah untuk mengatasi polusi udara yang terjadi di Kota Jakarta. Melalui hal itu Piaggio Indonesia menerima penawaran pemerintah untuk memproduksi kendaraan listrik yang menerapkan system ramah lingkungan dengan fitur yang berkualitas tinggi dengan hadirnya Vespa Elettrica. Peneliti menggunakan teori bauran pemasaran yang meliputi unsur 4P Dengan elemen-elemen Promotion, Place, Product dan Price dan mengkombinasikan antara indikator kesadaran merek yang meliputi elemenelemen Top of Mind, Brand Recall, Brand Recognition, Unaware of Brand dan indikator promosi online . Penelitian ini bertujuan untuk mengetahui aktifitas promosi Vespa elettrica dalam membangun brand awareness dimedia sosial Instagram. Metode penelitian yang digunakan adalah kualitatif. Tekhnik pengumpulan data yang digunakan yaitu dengan wawancara mendalam kepada narasumber, observasi dilapangan dan data dokumentasi. Hasil penelitian ini berisi mengenai aktifitas promosi Vespa elettrica dimedia sosial Instagram yang telah dijalankan oleh Media specialist dan Sales consultant untuk membangun brand awareness dengan tujuan agar selalu dapat target penjualan unit Vespa elettrica yaitu dengan melakukan promosinya dimedia sosial Instagram. Keywoard:bauran pemasaran, promosi,brand awareness
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