Dzakaria Adi Putra, Dimas (2024) IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION PADA BISNIS STARTUP DALAM MEMBANGUN BRAND AWARENESS (STUDI KASUS PADA PEMUDA DIGITAL). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The development of technology and digitalization is seen by some as an opportunity to start a business. Startups are now increasing in Indonesia, even placing Indonesia in the ranks of countries with the largest number of startups in the world. This study aims to examine one of the startup businesses operating in the digital agency sector, namely Pemuda Digital. Pemuda Digital is a digital agency startup that is here to help micro-business actors market their products digitally. However, as a startup business, efforts need to be made to build brand awareness for microbusinesses by implementing integrated marketing communications. This study uses a descriptive qualitative approach and a case study method. The results of the study found five forms of integrated marketing communications implementation that have been carried out by Pemuda Digital in building brand awareness for microbusinesses, such as direct marketing, sales promotions, personal selling, word of mouth marketing, and events.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perkembangan teknologi dan digitalisasi dilihat oleh sebagian orang sebagai sebuah peluang untuk merintis sebuah usaha. Usaha rintisan atau lebih dikenal dengan startup kini kian meningkat di Indonesia, bahkan menempatkan Indonesia ke dalam jajaran negara dengan jumlah startup terbanyak di dunia. Penelitian ini bertujuan untuk meneliti salah satu bisnis startup yang bergerak di sektor digital agency, yakni Pemuda Digital. Pemuda Digital merupakan digital agency startup yang hadir untuk membantu pelaku usaha mikro dalam memasarkan produk mereka secara digital. Namun, sebagai bisnis rintisan, perlu ada upaya yang mesti dilakukan untuk membangun brand awareness terhadap usaha mikro dengan menerapkan integrated marketing communication. Penelitian ini menggunakan pendekatan kualitatif deskriptif dan metode studi kasus. Hasil penelitian menemukan lima bentuk implementasi integrated marketing communication yang sudah dilakukan oleh Pemuda Digital dalam membangun brand awareness terhadap usaha mikro, yakni direct marketing, sales promotion, personal selling, word of mouth marketing, dan events. | ||||||
| Uncontrolled Keywords: | Integrated Marketing Communication, Startup, Brand Awareness, Digital Agency. Integrated Marketing Communication, Startup, Brand Awareness, Digital Agency. | ||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | Dimas Dzakaria Adi Putra | ||||||
| Date Deposited: | 20 Aug 2024 10:36 | ||||||
| Last Modified: | 20 Aug 2024 10:36 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39849 |
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