Perancangan Rebranding Minuman Tradisional Jamu Jeng Tari guna Meningkatkan Brand Awareness melalui Pendekatan Electronic Customer Relationship Management (ECRM)

Ayuningtyas, Adnyna Noor and Dimas Fakhruddin, S.ST., M.Ds. (2024) Perancangan Rebranding Minuman Tradisional Jamu Jeng Tari guna Meningkatkan Brand Awareness melalui Pendekatan Electronic Customer Relationship Management (ECRM). Sarjana thesis, Universitas Brawijaya.

Abstract

Perancangan rebranding minuman Tradisional Jamu Jeng Tari bertujuan untuk meningkatkan potensi pemanfaatan warisan kuliner Indonesia, khususnya jamu sebagai minuman penunjang kesehatan. Melibatkan studi kasus pada usaha jamu Jeng Tari di Kota Bekasi, penelitian menyoroti kontribusi ekonomi industri jamu dan dampak pandemi covid-19. Meski mengalami peningkatan penjualan awalnya, Jeng Tari menghadapi penurunan karena kurangnya promosi, pemanfaatan media sosial yang tidak maksimal, dan identitas visual yang kurang konsisten. Dengan pendekatan Electronic Customer Relationship Management (e-CRM), penelitian mencoba meningkatkan brand awareness melalui rebranding konten Instagram dan identitas visual. Hasil penelitian menunjukkan bahwa E-CRM dapat menjaga hubungan pelanggan dan meningkatkan perhatian pasar, menyoroti pentingnya adaptasi strategi pemasaran terhadap tren dan perubahan kebutuhan pelanggan, serta pemanfaatan media sosial dalam memelihara hubungan bisnis.

English Abstract

The redesign of the traditional drink "Jamu Jeng Tari" aims to enhance the potential utilization of Indonesia's culinary heritage, particularly traditional herbal drinks, as health-supporting beverages. Involving a case study of the Jeng Tari herbal drink business in Bekasi City, the research highlights the economic contribution of the herbal drink industry and the impact of the covid-19 pandemic. Despite experiencing an initial increase in sales, Jeng Tari faced a decline due to insufficient promotion, suboptimal use of social media, and inconsistent visual identity. Through the Electronic Customer Relationship Management (e-CRM) approach, the study attempts to enhance brand awareness through the rebranding of Instagram content and visual identity. The research findings indicate that E-CRM can maintain customer relationships and increase market attention, emphasizing the importance of adapting marketing strategies to trends and changing customer needs, as well as utilizing social media to sustain business relationships.

Item Type:	Thesis (Sarjana)
Identification Number:	0524170007
Uncontrolled Keywords:	Jamu, Rebranding, Brand Awareness, Electronic Customer Relationship Management-Herbal Drink, Rebranding, Brand Awareness, Electronic Customer Relationship Management
Divisions:	Program Vokasi > D4 Desain Grafis
Depositing User:	soegeng sugeng
Date Deposited:	05 Apr 2024 07:47
Last Modified:	05 Apr 2024 07:47
URI:	http://repository.ub.ac.id/id/eprint/216490

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