STRATEGI KOMUNIKASI BRAND ACTIVATION PT. UNILEVER INDONESIA TBK PADA PRODUK KECAP BANGO DALAM MENINGKATKAN BRAND REPUTATION (Studi Kasus Event Festival Jajanan Bango 2022)

ABDULRACHIM, RADEN YUDHI (2025) STRATEGI KOMUNIKASI BRAND ACTIVATION PT. UNILEVER INDONESIA TBK PADA PRODUK KECAP BANGO DALAM MENINGKATKAN BRAND REPUTATION (Studi Kasus Event Festival Jajanan Bango 2022). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In the era of globalization and increasingly fierce market competition, brands are required to have the right strategy to attract customers. Modern consumers are increasingly intelligent and selective, so brands can no longer rely solely on traditional advertising. One strategy that is increasingly popular is through brand activation, which focuses on building direct experiences with consumers. Kecap Bango, as one of the flagship products of PT. Unilever Indonesia Tbk, utilizes brand activation through the Festival Jajanan Bango (FJB) event to reach consumers and preserve Indonesian culinary heritage. FJB 2022 is an interesting case study to observe the effectiveness of this strategy. This study aims to identify the key elements of an effective brand activation communication strategy in building and strengthening brand reputation, explore the role of brand communication in the Festival Jajanan Bango (FJB) 2022 brand activation strategy and its contribution to enhancing Kecap Bango's brand reputation, as well as analyze the most effective media for implementing the strategy. The research method used is a case study with a qualitative approach. Data was collected through in-depth interviews with relevant stakeholders from PT. Unilever Indonesia Tbk and visitors, as well as analysis of documents and social media content related to FJB 2022. The data obtained was then analyzed descriptively to identify patterns and themes relevant to the research objectives. This study also integrates the AIDDA theory (Attention, Interest, Desire, Decision, Action) to explain the process consumers undergo in responding to brand activation The research results indicate that PT Unilever Indonesia Tbk implements various brand activation tactics, such as experiential marketing, digital engagement, and participation from culinary practitioners. Strategic collaboration with various stakeholders and the utilization of social media also contributed to the success of FJB 2022 in building brand reputation. Through this strategy, the company successfully created positive experiences for consumers, increased brand awareness, and strengthened the image of Kecap Bango as part of Indonesia's culinary heritage. Thus, this study concludes that the brand activation strategy in the Festival Jajanan Bango 2022 event was effective in strengthening brand reputation. This study recommends optimizing digital marketing strategies and engaging with the culinary community to expand the impact of brand activation in the future. Keywords: Brand Activation, Brand Reputation, Marketing Communication, Festival Jajanan Bango, Kecap Bango Di era globalisasi dan persaingan pasar yang semakin ketat, merek dituntut untuk memiliki strategi yang tepat dalam memikat pelanggan. Konsumen modern semakin cerdas dan selektif, sehingga merek tidak bisa lagi hanya mengandalkan iklan tradisional. Salah satu strategi yang semakin populer adalah melalui brand activation, yang berfokus pada membangun pengalaman langsung dengan konsumen. Kecap Bango, sebagai salah satu produk unggulan PT. Unilever Indonesia Tbk, memanfaatkan brand activation melalui event Festival Jajanan Bango (FJB) untuk menjangkau konsumen dan melestarikan kuliner Nusantara. FJB 2022 menjadi studi kasus menarik untuk mengamati efektivitas strategi ini. Penelitian ini bertujuan untuk mengidentifikasi elemen kunci strategi komunikasi brand activation yang efektif dalam membangun dan memperkuat brand reputation, mengeksplorasi peran komunikasi merek dalam strategi brand activation Festival Jajanan Bango (FJB) 2022, serta menganalisis media yang paling efektif dalam pelaksanaannya. Metode penelitian yang digunakan adalah studi kasus dengan pendekatan kualitatif. Data dikumpulkan melalui wawancara mendalam dengan pihak-pihak terkait dari PT. Unilever Indonesia Tbk dan pengunjung FJB, serta analisis dokumen dan konten media sosial terkait FJB 2022. Data yang diperoleh kemudian dianalisis secara deskriptif untuk mengidentifikasi pola dan tema yang relevan dengan tujuan penelitian. Penelitian ini juga mengintegrasikan teori AIDDA (Attention, Interest, Desire, Decision, Action) untuk menjelaskan proses konsumen dalam merespons brand activation. Hasil penelitian menunjukkan bahwa PT Unilever Indonesia Tbk mengimplementasikan berbagai taktik brand activation, seperti experiential marketing, digital engagement, dan partisipasi dari praktisi kuliner. Kolaborasi strategis dengan berbagai pihak dan pemanfaatan media sosial juga turut berkontribusi pada kesuksesan FJB 2022 dalam membangun brand reputation. Melalui strategi ini, perusahaan berhasil menciptakan pengalaman positif bagi konsumen, meningkatkan kesadaran merek, dan memperkuat citra Kecap Bango sebagai bagian dari kekayaan kuliner Indonesia. Dengan demikian, penelitian ini menyimpulkan bahwa strategi brand activation dalam acara Festival Jajanan Bango 2022 efektif dalam memperkuat brand reputation. Penelitian ini merekomendasikan optimalisasi strategi pemasaran digital dan keterlibatan dengan komunitas kuliner untuk memperluas dampak brand activation di masa depan. Kata Kunci: Brand Activation, Brand Reputation, Komunikasi Pemasaran, Festival Jajanan Bango, Kecap Bango

Item Type: Thesis (S2)
Call Number CD: CD/552. 25 007
NIM/NIDN Creators: 55221120012
Uncontrolled Keywords: Brand Activation, Brand Reputation, Komunikasi Pemasaran, Festival Jajanan Bango, Kecap Bango
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.7 Education, Research, Related Topics of Music/Pendidikan Musik, Riset Penelitian Musik > 780.79 Competitions, Festivals, Awards, Financial Support/Kompetisi, Festival, Penghargaan, Dukungan Finansial Musik
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: khalimah
Date Deposited: 25 Mar 2025 05:29
Last Modified: 25 Mar 2025 05:29
URI: http://repository.mercubuana.ac.id/id/eprint/95051

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