PERANCANGAN DAN PENDAMPINGAN STRATEGI PROMOSI PADA UMKM “LILY DAY SPA AND BEAUTY SALON” DALAM MENINGKATKAN BRAND AWARENESS

SUGIANTO, SARAH (2020) PERANCANGAN DAN PENDAMPINGAN STRATEGI PROMOSI PADA UMKM “LILY DAY SPA AND BEAUTY SALON” DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana.

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Abstract

Final Project Concerned to show the planning of promotion strategies in micro, small and medium enterprises that will help UMKM actors in determining the right strategy according to the type of UMKM and media used. Currently, UMKM use online media and offline media as a means of selling, so that UMKM can sell in online and offline media, knowledge of Promotion Strategy and Brand Awareness is needed. Marketing strategy plays an important role for the survival of UMKM in addition to quality products, competitive prices, promotion is also an element that needs attention. The success of a promotional activity carried out by UMKM is strongly influenced by the promotional mix variables. The selection of appropriate and effective promotional mix variables is a key element of promotion activities for an UMKM. In order for UMKM to survive and be able to compete fiercely in online and offline media, UMKM entrepreneurs must make the right strategy to establish a relationship between the brand and consumers. In building relationships between brands and consumers, of course they have to do some activation in online and offline media to attract consumers' attention. Keywords: Promotion Strategy, Promotion Mix, UMKM, Online Media, Offline Media Tugas Akhir Peduli Negeri ini bertujuan untuk menunjukan perencanaan strategi promosi pada usaha mikro kecil dan menengah yang akan membantu para pelaku UMKM dalam menentukan strategi yang tepat sesuai dengan jenis UMKM dan media yang digunakan. Saat ini UMKM menggunakan media online dan media offline sebagai sarana untuk berjualan, supaya UMKM bisa berjualan di media online maupun offline maka diperlukan pengetahuan mengenai Strategi Promosi dan Brand Awareness. Strategi pemasaran memegang peranan penting demi kelangsung hidup UMKM selain produk yang berkualitas, harga yang bersaing, promosi juga merupakan unsur yang perlu diperhatikan. Keberhasilan suatu kegiatan promosi yang dilakukan UMKM sangat dipengaruhi oleh variabel-variabel bauran promosi. Pemilihan variabel bauran promosi yang tepat dan efektif merupakan kunci pokok kegiatan promosi suatu UMKM. Supaya UMKM bisa bertahan dan bisa bersaing secara ketat di media online maupun offline untuk itu pelaku UMKM harus membuat strategi yang tepat agar terjalin hubungan antara brand dengan konsumen. Dalam membangun hubungan antara brand dan konsumen tentunya harus melakukan beberapa Activation di media online maupun offline agar menarik perhatian konsumen. Kata kunci : Strategi Promosi, Bauran Promosi, UMKM, Media Online, Media Offline

Item Type: Thesis (S1)
Call Number CD: FK.PKP. 20 006
NIM/NIDN Creators: 44316010066
Uncontrolled Keywords: Strategi Promosi, Bauran Promosi, UMKM, Media Online, Media Offline
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 18 May 2022 06:37
Last Modified: 08 Feb 2023 07:40
URI: http://repository.mercubuana.ac.id/id/eprint/61262

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