Muhammad, Andrei Rahmanto (2023) STRATEGI BRAND ACTIVATION SEPATU COMPASS DALAM MEMBANGUN BRAND AWARENESS KONSUMEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
M. Andrei Rahmanto, 6662170080. Compass Shoes Brand Activation Strategy In Building Consumer Brand Awareness, Communication Studies Program. Faculty of Social and Political Sciences. Sultan Ageng Tirtayasa University. Serang 2022. One lifestyle that is currently being loved by the public is wearing shoes from a certain brand. Shoe design continues to develop every year Along with many designers who are present to create and innovate on shoe designs. Brand activation is a way of communicating to bring the brand closer to the target market through various activities that prioritize the interaction of the target market with the brand. Brand activation is intended to build a brand as well as increase product sales by attracting consumers' attention by carrying out various brand activities. One of the shoe brands that carries out a brand activation strategy is Compass. Based on the results of interviews and researcher observations, as well as analysis of data obtained from the field, researcher conclude that the marketing communication strategy for Compass Shoes is to use the brand activation aspects of the PENCILS theory by Kotler, starting from participating in events, partnering with several brands, using KOL ( Key Opinion Leader) in promoting their products, and also partnering with one of the e-commerce media and the effects of the strategies that have been implemented are able to build consumer awareness well. Keywords : Brand Activation, Brand Awareness, Sneakers.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | M. Andrei Rahmanto, 6662170080. Strategi Brand Activation Sepatu Compass Dalam Membangun Awareness Konsumen, Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Sultan Ageng Tirtayasa, Serang 2022. Salah satu gaya hidup yang saat ini sedang digandrungi oleh masyarakat adalah menggunakan sepatu dari suatu brand tertentu. Desain sepatu terus berkembang setiap tahunnya Seiring dengan banyaknya desainer-desainer yang hadir untuk berkreasi dan berinovasi terhadap desain sepatu. Brand activation merupakan cara berkomunikasi untuk mendekatkan brand dengan target pasar melalui beragam kegiatan yang mengedepankan interaksi target pasar dengan brand. Brand activation ditujukan untuk membangun merek sekaligus menambah angka penjualan produk dengan cara menarik perhatian konsumen dengan melakukan berbagai kegiatan brand. Salah satu brand sepatu yang melakukan strategi brand activation adalah Compass. Berdasarkan hasil wawancara dan observasi peneliti, serta analisis data yang diperoleh dari lapangan, penulis menyimpulkan bahwa strategi komunikasi pemasaran untuk Sepatu Compass adalah menggunakan aspekaspek brand activation dari teori PENCILS oleh Kotler, dari mulai mengikuti event, bermitra dengan beberapa merek, penggunaan KOL (Key Opinion Leader) dalam mempromosikan produknya, dan juga bermitra dengan salah satu media ecommerce dan efek dari strategi yang sudah dijalankan mampu membangun awareness konsumen dengan baik. Kata Kunci : Brand Activation, Brand Awareness, Sneakers. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr. Andre Rahmanto | |||||||||
| Date Deposited: | 03 May 2023 10:20 | |||||||||
| Last Modified: | 03 May 2023 10:20 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/23396 |
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