YUANITA, IMA (2019) IMPLEMENTASI KOMUNIKASI PEMASARAN MELALUI JALUR KEMITRAAN DALAM MEMBENTUK BRAND AWARENESS (Studi Kasus Pada Produk Ayam Strong Friedchicken). S2 thesis, Universitas Mercu Buana.
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Abstract
Strong chicken is a new brand in the world of fried chicken in its class, it must be able to compete with previous brands that have been recognized by its existence in the culinary world. The symbol of price competition and the quality of the taste of the product was a concern, especially the way the team marketing officer worked in monopolizing several new locations with the establishment of Chiken strong fried chicken outlets through partnership channels. This study aims to analyze marketing communication carried out by marketing teams by using partnership pathways in shaping brand awareness. Marketing communication has a very large contribution to the growth of a business. Whether it's in helping in carrying out existing marketing strategies or in building products or brands of a business. The development of brands in the form of brand awareness is not a stranger thing in the world of marketing, this is where the role of communication is needed to formulate and implement the right communication pattern in the development of brand awareness. The resource persons of this study were the entire marketing officer team involved, business partners for strong chickens, consumers and also the community around the outlet. Data collection is done by observation and interviews that are asked directly by the parties who play a role also from some data that can be obtained directly from the office of chicken strong fried chicken, to show what is done by the marketing team to increase brand awareness of the strong chicken brand in several scattered location points. The high demand from consumers to be able to participate in selling Ayam Strong became the main idea to expand the business by opening a network of cooperation with them. Chicken Management Strong also utilizes consumer relations with outlets that have been opened to disseminate information and solicitation to do business together with the brand of strong fried chicken. Building cooperation between centers or brand owners with their business partners so that products can easily reach many consumers at various points scattered . Team office Strong Chickens who have the duty and focus on achieving partner service satisfaction and they approach in accordance with the instructions given by the management of Strong Fried Chiken Chicken to maintain good relations that are intertwined so that the business period runs long. When quoted with the theory of marketing partners (Kotler and keller: 2009), that Management Ayam Strong Fried Chicken applies these principles in maintaining the brand's good name and the trust of its partners to feel comfortable under the auspices of the Strong Fried Chiken Chicken partnership. Based on the results of interviews with Ayam Strong's Marketing Communication Officer, researchers understood that the first step taken was to build trust by providing quality products and to be proud of all of their business partners, the trust that emerged from Ayam Strong's business partners turned out to be the driver of Chicken's new outlet growth Strong Fried Chiken where partners will loyally explain to many people the convenience and benefits they get in doing business with Ayam Strong. The results of this study show that the marketing communication officer team significantly increases the number of growth of new outlets that are so fast and makes the brand easily recognizable in new environments and in 2018 strong chickens can also be awarded as the TOP OPPORTUNITY BUSINESS 2018 winner. Keywords: Marketing communication officer, marketing partnership, brand awareness Ayam strong adalah brand baru di dunia fried chicken di kelasnya, harus mampu bersaing dengan brand – brand terdahulu yang sudah di akui eksistensinya di dunia kuliner. Simbol persaingan harga serta kualitas rasa produk pun menjadi perhatian, terlebih cara kerja team marketing officer dalam memonopoli beberapa lokasi baru dengan berdirinya outlet – outlet Ayam strong fried chiken melalui jalur kemitraan. Penelitian ini bertujuan untuk menganalisis komunikasi pemasaran yang di lakukan oleh team marketing dengan menggunakan jalur kemitraan dalam membentuk brand awareness. Komunikasi pemasaran sangat memliki sumbangsi yang sangat besar pada pertumbuhan suatu usaha. Baik itu dalam membantu dalam menjalankan strategi pemasaran yang ada maupun dalam membangun produk atau merk dari suatu usaha. Pembangunan merk dalam bentuk brand awarenesss bukanlah suatu hal yang asing lagi dalam dunia pemasaran, disinilah peran komunikasi dibutuhkan untuk merumuskan dan menerapkan pola komunikasi yang tepatdalam pembangunan brand awareness tersebut. Narasumber penelitian ini adalah seluruh team marketing officer yang terlibat, mitra usaha Ayam strong, konsumen dan juga masyarakat sekitar outlet. Pengumpulan data dilakukan dengan observasi dan wawancara yang ditanyakan langsung oleh pihak pihak yang memegang peran juga dari beberapa data yang di dapat langsung dari kantor ayam strong fried chicken, untuk menunjukan apa yang di lakukan oleh team marketing untuk meningkatkan brand awareness terhadap brand ayam strong di beberapa titik lokasi yang tersebar. Tingginya permintaan dari para konsumen untuk dapat turut berjualan Ayam Strong menjadi gagasan utama untuk meluaskan bisnis dengan cara membuka jaringan kerjasama bersama dengan mereka. Menejemen Ayam Strong juga memanfaatkan hubungan konsumen dengan outlet yang sudah dibuka untuk menyebarkan informasi dan ajakan berbisnis bersama dengan brand ayam strong fried chicken.Membangun kerjasama antara pusat atau pemilik brand dengan mitra bisnisnya hingga produk bisa dengan mudah sampai kepada banyak konsumen di berbagai titik yang tersebar. Team office Ayam Strong yang memiliki tugas serta focus dalam pencapaian kepuasan pelayanan mitra dan mereka melakukan pendekatan sesuai dengan instruksi yang di berikan oleh management Ayam Strong Fried Chiken guna menajaga hubungan baik yang terjalin agar masa bisnis berjalan panjang. Apabila dikitkan dengan teori mitra marketing (Kotler dan keller: 2009), bahwa Management Ayam Strong Fried Chicken merapkan prinsip-prinsip tersebut dalam menajaga nama baik brand serta kepercayaan para mitranya untuk merasa nyaman dibawah naungan kemitraan Ayam Strong Fried Chiken. Berdasarkan hasil wawancara dengan Marketing Communication Officer Ayam Strong, peneliti memahami bahwa langkah awal yang dilakukan adalah membangun kepercayaan dengan memberikan produk yang berkwalitas dan dapat dibanggakan oleh seluruh mitra bisnisnya, kepercayaan yang timbul dari para mitra bisnis Ayam Strong ternyata dapat menjadi pengerak pertumbuhan outlet baru Ayam Strong Fried Chiken dimana para mitra akan secara loyal menjelaskan kepada banyak orang tentang kenyamanan serta keuntungan yang mereka dapatkan dalam berbisnis bersama Ayam Strong. Hasil penelitian ini menunjukan bahwa team marketing communication officer secara signifikan menaikan jumlah pertumbuhan outlet baru yang begitu cepat dan menjadikan brand dapat mudah dikenali di lingkungan baru serta di tahun 2018 pula ayam strong dapat meraih penghargaan sebagai peraih TOP BISNIS OPPORTUNITY 2018. Kata kunci : Marketing communication officer, emitraan pemasaran,brand awareness
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/552. 19 003 |
| NIM/NIDN Creators: | 55216120033 |
| Uncontrolled Keywords: | Marketing communication officer, emitraan pemasaran,brand awareness |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 06 Jan 2022 04:32 |
| Last Modified: | 26 Mar 2022 08:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53717 |
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