POETRA, MOHAMMAD BAYU PERMANA (2024) STRATEGI KOMUNIKASI PEMASARAN PADA PRODUK BRAND BRDR DALAM MENINGKATAKAN BRAND AWARENESS PADA SOSIAL MEDIA INTSGARAM TAHUN 2022. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
BRDR is a new clothing brand that was founded during the COVID-19 pandemic in 2022, located in Tegal City, Central Java, offering fashion products, namely clothes, trousers, hats and bags. BRDR has a shop but due to the pandemic conditions it requires marketing online to increase brand awareness of new businesses to the public. BRDR utilizes Instagram's social media facilities to carry out its marketing activities through features such as Instagram Feeds, Instagram Story, Instagram Highlights and Instagram Ads to introduce products packaged in content. In this research, the author uses marketing communication theory, the meaning of differentiation, online marketing communication, new media, Instagram social media, and Brand Awareness. Based on the research results, researchers found that BRDR had used the STP strategy, and the 7P marketing mix by utilizing social media to increase brand awareness and the results increased as seen from purchasing activities during the pandemic. The aim of this research is, among other things, to determine the marketing communication strategy for the BRDR brand in increasing brand awareness in 2022. This research method is descriptive qualitative. Data collection in this research was through non-participant observation and conducting in-depth interviews with key informants and BRDR informants. The results of this research show that BRDR implements online marketing activities using Instagram social media by implementing the STP strategy and the 7P marketing mix. Apart from that, there are research findings in the form of word of mouth (WOM) activities. So BRDR succeeded in increasing its brand awareness at the brand recall level during the COVID-19 pandemic. keywords: online marketing communication, brand awareness, Instagram, BRDR BRDR merupakan sebuah merek usaha brand clothing baru yang berdiri saat pandemi COVID-19 berlangsung pada tahun 2022 yang berlokasi di Kota Tegal, Jawa Tengah dengan menawarkan produk fashion yaitu pakaian, celana, topi dan tas. BRDR memiliki toko namun dikarenakan kondisi pandemi mengharuskan melakukan pemasaran secara online dalam meningkatkan brand awareness usaha baru kepada masyarakat. BRDR memanfaatkan fasilitas media sosial Instagram untuk melakukan kegiatan pemasarannya melalui fitur-fitur seperti Instagram Feeds, Instagram Story, Instagram Highlight, dan Instagram Ads guna memperkenalkan produk yang dikemas dalam sebuah konten. Dalam penelitian ini, penulis menggunakan teori komunikasi pemasaran, pengertian diferensiasi, online marketing communication, new media, media sosial Instagram, dan Brand Awareness. Berdasarkan hasil penelitian, peneliti menemukan bahwa BRDR sudah menggunakan strategi STP, dan bauran pemasaran 7P dengan memanfaatkan media sosial dalam meningkatkan brand awareness dan hasilnya meningkat dilihat dari adanya kegiatan pembelian selama pandemi berlangsung. Tujuan penelitian ini antara lain untuk mengetahui strategi komunikasi pesaran pada brand BRDR dalam meningkatkan brand awareness tahun 2022. Metode penelitian ini bersifat deskriptif kualitatif. Pengambilan data pada penelitian ini melalui observasi non-partisipan dan melakukan wawancara secara mendalam dengan key informan dan informan BRDR. Hasil penelitian ini menunjukkan bahwa BRDR menerapkan kegiatan pemasaran secara online dengan menggunakan media sosial Instagram dengan melakukan strategi STP dan bauran pemasaran 7P. Selain itu, terdapat penemuan penelitian berupa kegiatan word of mouth (WOM). Sehingga BRDR berhasil meningkatkan brand awareness nya pada tingkatan brand recall selama pandemi COVID-19. Kata kunci: online marketing communication, brand awareness, Instagram, BRDR
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