DESRIANTO, MICO (2017) STRATEGI MARKETING PUBLIC RELATIONS KASKUS MELALUI EVENT MARKETING DALAM MENINGKATKAN BRAND AWARENESS (Studi Kasus Event Kaskus Cendolin Indonesia Tahun 2015). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Internet has been world most necessity nowadays, especially in Indonesia. The rapid development of the internet affected business world made businessman try to get benefit of their business from online. KASKUS as pioneer of e-commerce have to deal with the competitors's attack which offer lots of advantage. For the sake of surviving, one of KASKUS's marketing strategy is create a marketing event. Marketing event is considered very effective to increase brand awareness. As a respond of the statement above, this research presents the result of communication marketing done by Marketing Public Relations KASKUS in the marketing event named Kaskus Cendolin Indonesia to increase brand awareness. This is a qualitative research with case study approach, combining the interview output, observation and documentations from researcher during the research period. This thesis is intrinsic case study with Word of Mouth Theory as reference. The result of this research explained KASKUS's success in creating unique and creative marketing event with minimum amount of budget. In the making of event strategy for Kaskus Cendolin Indonesia, KASKUS applied the most important marketing communication strategy Word of Mouth, which came from their community leader called Moderator. Keywords: Marketing Communication Strategy, Marketing Event, Brand Awareness. Internet saat ini sudah menjadi kebutuhan masyarakat dunia, terutama di Indonesia. Pesatnya perkembangan internet juga pada berdampak dunia usaha yang membuat para pengusaha berlomba-lomba mencoba peruntungan usahanya ke online. KASKUS yang notabene merupakan situs pioneer jual beli secara online harus menghadapi gempuran kompetitor yang menawarkan segudang keuntungan. Untuk tetap survive di arena persaingan, salah satu strategi komunikasi pemasaran KASKUS adalah dengan menciptakan event marketing. Event marketing sendiri dinilai sangat efektif untuk meningkatkan brand awareness. Meyikapi pamaparan tersebut, penelitian ini memberikan sebuah hasil seperti apa strategi komunikasi pemasaran yang dilakukan oleh Marketing Public Relations KASKUS lewat event marketing bernama Kaskus Cendolin Indonesia dalam meningkatkan brand awareness. Penelitian ini menggunakan metode penelitian kualitatif, dengan pendekatan penelitian studi kasus dengan menggabungkan hasil wawancara, observasi serta menggabungkan dokumentasi yang didapatkan peneliti dalam melakukan proses penelitian. Karena hal menarik pada penelitian, tesis ini merupakan studi kasus intrinsik. Teori yang digunakan sebagai referensi penelitian adalah Teori word of mouth. Hasil penelitian menjelaskan bahwa KASKUS berhasil mencitakan event marketing yang unik dan kreatif dengan budget yang minim. Dalam membuat strategi event Kaskus Cendolin Indonesia KASKUS menggunakan bagian penting strategi komunikasi pemasaran Word Of Mouth, yaitu melalui leader komunitas KASKUS yang disebut Moderator. Kata kunci: Strategi Komunikasi Pemasaran, Event Marketing, Brand Awareness.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-17-114 |
| NIM/NIDN Creators: | 55215110074 |
| Uncontrolled Keywords: | Marketing Communication Strategy, Marketing Event, Brand Awareness.Strategi Komunikasi Pemasaran, Event Marketing, Brand Awareness. |
| 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 04 Apr 2022 07:27 |
| Last Modified: | 31 Oct 2022 02:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59358 |
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