ANALISIS STRATEGI INTEGRATED MARKETING COMMUNICATION TERKAIT BRAND AWARENESS DI KALANGAN GENERASI MILENIAL

MAMDUH, NAUFAL (2021) ANALISIS STRATEGI INTEGRATED MARKETING COMMUNICATION TERKAIT BRAND AWARENESS DI KALANGAN GENERASI MILENIAL. S2 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
01. COVER.pdf

Download (225kB) | Preview
[img] Text (BAB I)
02. BAB I.pdf
Restricted to Registered users only

Download (288kB)
[img] Text (BAB II)
03. BAB II.pdf
Restricted to Registered users only

Download (304kB)
[img] Text (BAB III)
04. BAB III.pdf
Restricted to Registered users only

Download (40kB)
[img] Text (BAB IV)
BAB IV.pdf
Restricted to Registered users only

Download (209kB)
[img] Text (BAB V)
BAB V.pdf
Restricted to Registered users only

Download (69kB)
[img] Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf
Restricted to Registered users only

Download (276kB)
[img] Text (LAMPIRAN)
LAMPIRAN.pdf
Restricted to Registered users only

Download (1MB)

Abstract

The focus of this research is the Integrated Marketing Communication (IMC) strategy related to brand awareness among the millennial generation in Erajaya company, especially in Erafone. The research approach is qualitative and the case study method and the research paradigm is constructivism. The results showed that the IMC Erajaya strategy related to Erafonebrand awareness among the millennial generation followed the behavior of millennial generation consumers. Erajaya applies the six IMC components in marketing activities through retail and online as well as applies the AIDDA message processing model. The communication pattern of the millennial generation in processing messages from Erajaya's IMC strategy regarding Erafone brand awareness occurs in digital and conventional spaces. The interesting components of IMC are sales promotion, personal selling and publicity. The constraints in implementing Erajaya's IMC strategy from the producer side are that millennial generation consumers prefer online shopping and have difficulty accessing smartphone credit services. Meanwhile, from the consumer side, constraints occur in the application of personal selling and advertising which is not optimal. Keywords: Millenial Generations, Integrated Marketing Communication, Brand Awareness and Erajaya. Fokus penelitian ini mengenai strategi Integrated Marketing Communication (IMC) terkait brand awareness di kalangan generasi milenial di perusahaan Erajaya khususnya pada Erafone. Pendekatan penelitian adalah kualitatif dan metode studi kasus serta paradigma penelitian yaitukonstruktivisme. Hasil penelitian menunjukan bahwa strategi IMC Erajaya terkait brand awareness Erafone di kalangan generasi milenial mengikuti prilaku konsumen generasi milenial. Erajaya menerapkan keenam komponen IMC di kegiatan pemasaran melalui retail dan online serta menerapkan model pengolahan pesan AIDDA. Pola komunikasi generasi milenial dalam mengolah pesan dari strategi IMC Erajaya terkait brand awareness Erafone terjadi di ruang digital dan konvensional. Komponen IMC yang menarik yaitu sales promotion, personal selling dan publicity. Kendala dalam penerapan strategi IMC Erajaya dari sisi produsen adalah konsumen generasi milenial lebih menyukai belanja online dan kesulitan untuk mengakses layanan kredit smartphone. Sedangkan dari sisi konsumen kendala terjadi pada penerapan personal selling dan advertising yang kurang maksimal. Kata Kunci: Generasi Milenial, Integrated Marketing Communication, Brand Awareness dan Erajaya

Item Type: Thesis (S2)
NIM/NIDN Creators: 55218120023
Uncontrolled Keywords: Generasi Milenial, Integrated Marketing Communication, Brand Awareness dan Erajaya
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Nov 2021 06:11
Last Modified: 22 Nov 2021 06:11
URI: http://repository.mercubuana.ac.id/id/eprint/47635

Actions (login required)

View Item View Item