Strategi Marketing Communication Kopi Abc Dalam Membangun Brand Awareness Melalui Event Sponsorship Jakcloth

Wicaksono, Alexander Aji (2017) Strategi Marketing Communication Kopi Abc Dalam Membangun Brand Awareness Melalui Event Sponsorship Jakcloth. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Pentingnya brand awareness bagi seluruh perusahaan untuk dapat dikenal target market mereka. Hal ini guna membuat brand bertahan dalam kompetisi bisnis mereka. Dewasa ini perlu diketahui semakin banyak brand kopi saset muncul dan membuat brand-brand tersebut harus menampilkan sisi perbedaan mereka dibandingkan dengan brand lainnya. Hal ini yang membuat Kopi ABC merasa mereka perlu membangun brand awareness Kopi ABC. Teori atau konsep yang digunakan dalam penelitian ini antara lain Hierarchy of effects, The Functional Areas of Marketing Communication, Event & Sponsorship, Brand Awareness. Metodologi yang digunakan adalah metode kualitatif dengan jenis penelitian studi kasus-deskriptif dan paradigma yang digunakan adalah post-positivistik. Teknik pengumpulan data dalam penelitian ini menggunakan teknik wawancara mendalam, observasi dan studi dokumen. Wawancara mendalam dilakukan dengan tiga informan; key informan, informan pertama, dan informan ahli. Hasil penelitian ini menyatakan kegiatan event sponsorship Kopi ABC dalam event Jakcloth berhasil membangun brand awareness mereka.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Brand Awareness, Marketing communication, event sponsorship, Kopi ABC
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication 300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Communication > Strategic Communication
Depositing User:	Administrator UMN Library
Date Deposited:	14 Feb 2019 06:20
Last Modified:	12 Apr 2023 03:26
URI:	https://kc.umn.ac.id/id/eprint/5259

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