Zamora, Dara (2018) Strategi Program Brand Activation Kedai Joni Coffee and Tea dalam membangun Brand Awareness. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana strategi program brand activation Kedai Joni Coffee and Tea dalam membangun brand awareness. Hal ini dilatarbelakangi oleh perkembangan pada dunia usaha industry kafe yang sangat pesat. Untuk menghadapi perkembangannya para produsen dihadapkan dengan strategi promosi yang dilakukan dan digunakan untuk menjangkau target sasaran. Brand activation menjadi salah satu bagian dari promosi pemasaran yang digunakan oleh Kedai Joni Coffee and Tea dalam program membangun brand awareness terhadap para konsumennya. Kegiatan brand activation Kedai Joni Coffee and Tea dilakukan melalui Art Space, Gimme Social Media, dan Pasar Kamis Joni yang masing-masing melibatkan emosional didalamnya sehingga dapat menuai sukses dengan semakin meningkatnya jumlah konsumen yang mengenal dan mengetahui Kedai Joni Coffee and Tea. Penelitian ini merupakan deskriptif kualitatif, dengan metode ini penulis dapat menganalisa bagaimana brand activation dapat terlaksana sesuai dengan tujuan yang ingin dicapai. Teknik pengumpulan data yang digunakan adalah wawancara, observasi, dan dokumentasi. Teknik pengambilan sampel yang digunakan adalah purposive sampling melalui wawancara kepada informan yang memenuhi criteria penelitian. Hasil penelitian terdapat program kegiatan brand activation di Kedai Joni Coffee and Tea yang berupa bentuk dari marketing event activation, promotion activation, dan social media activation yang masing-masing kegiatan dilakukan dengan melalui strategi pencarian segmentasi, penentuan tema, dan menentukan saluran komunikasi yang digunakan sehingga dapat menjadikan masyarakat mudah mengetahui, mengenal, dan mengingat Kedai Joni Coffee and Tea. Setiap bentuk program brand activation melibatkan konsumen dalam pelaksanaannya agar emosional konsumen dapat terangsang dan cenderung untuk selalu mengingat Kedai Joni Coffee and Tea.
English Abstract
This study aims to find out how the strategy of the Kedai Joni Coffee and Tea activation brand program in building brand awareness. This is motivated by developments in the cafe industry business world which is very fast, to deal with its development the producers are faced with promotional strategies carried out and used to reach the target audience. Brand activation is one part of the marketing promotion used by Kedai Joni Coffee and Tea in the program to build brand awareness for its customers. The activity of Kedai Joni Coffee and Tea activation brand was carried out through Art Space, Gimme Social Media, and PasarKamis Joni, each of which involved emotional in it so that it could reap success with the increasing number of consumers who knew and knew Kedai Joni Coffee and Tea. This research is descriptive qualitative, with this method the writer can analyze how brand activation can be carried out in accordance with the objectives to be achieved. Data collection techniques used were interviews, observation, and documentation. The sampling technique used was purposive sampling through interviews with respondents who met the research criteria. The results of the study are brand activation activities in Kedai Joni Coffee and Tea in the form of marketing event activation, promotion activation, and social media activation, each of which is carried out through a search strategy for segmentation, theme determination, and determining the communication channels used so that can make people easy to know, know and remember Kedai Joni Coffee and Tea. Each form of brand activation program involves the consumer in its implementation so that emotional consumers can be aroused and tend to always remember Kedai Joni Coffee and Tea.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/25/051902397 |
| Uncontrolled Keywords: | :brand activation, marketing event activation, promotion activation, social media activation, brand awareness |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 05 Jun 2020 03:29 |
| Last Modified: | 05 Jun 2020 03:29 |
| URI: | http://repository.ub.ac.id/id/eprint/168976 |
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