PENERAPAN STRATEGI BRANDING STUDI KASUS BRAND MITSUBISHI PADA MOBIL XPANDER

MUTHY, FAWAZ FAJRIAN (2025) PENERAPAN STRATEGI BRANDING STUDI KASUS BRAND MITSUBISHI PADA MOBIL XPANDER. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This paper aims to determine the branding strategy implemented by PT. Dipo Internasional Pahala Otomotif Cabang Penancangan Serang and measure its effectiveness on consumer purchasing interest. The method used is a qualitative approach with direct observation during the internship. The branding strategy is carried out through various activities such as big day events (Eid al-Fitr), test drives, open tables, exhibitions at malls, and the use of social media. The results of the study indicate that these strategies are able to attract consumer interest, build emotional closeness, and encourage consumers to come to the dealer and make vehicle reservations (SPK). In conclusion, the branding strategy implemented is effective in increasing consumer purchasing interest. However, the company needs to increase creativity in promotional materials and event concepts to be more attractive and relevant to current market needs.

Item Type:

Thesis (D3)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Purbohastuti, Arum Wahyuni	198405142014042002
Thesis advisor	Adiwijaya, Edwin Perdana	1966042005011001

Additional Information:

Penulisan ini bertujuan untuk mengetahui strategi branding yang diterapkan oleh PT. Dipo Internasional Pahala Otomotif Cabang Penancangan Serang dan mengukur efektivitasnya terhadap minat pembelian konsumen. Metode yang digunakan adalah pendekatan kualitatif dengan observasi langsung selama kegiatan magang. Strategi branding dilakukan melalui berbagai aktivitas seperti event hari besar (Idul Fitri), test drive, open table, pameran di mall, dan penggunaan media sosial. Hasil penelitian menunjukkan bahwa strategi-strategi ini mampu menarik minat konsumen, membangun kedekatan emosional, serta mendorong konsumen untuk datang ke dealer dan melakukan pemesanan kendaraan (SPK). Kesimpulannya, strategi branding yang dijalankan efektif meningkatkan minat beli konsumen. Namun, perusahaan perlu meningkatkan kreativitas dalam materi promosi dan konsep acara agar lebih menarik dan relevan dengan kebutuhan pasar saat ini.

Uncontrolled Keywords:

Branding Strategy, Purchase Interest, Event Marketing, brand identity, brand personality, brand comunication, brand positioning. Strategi Branding, Minat Pembelian, Event Pemasaran. Merek Identitas, Merek Kepribadian, Merek posisi. Merek komunikasi

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing

Depositing User:

Unnamed user with email 5502220003

Date Deposited:

11 Sep 2025 08:23

Last Modified:

11 Sep 2025 08:23

URI:

http://eprints.untirta.ac.id/id/eprint/54346

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