Geraldo, Louise Emmanuel (2024) Keberhasilan Event Organizer Dalam Meningkatkan Brand Awareness Dan Brand Loyalty (Studi Strategi Komunikasi Pemasaran Word of mouth dan Public relations pada Redline Production Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the success of event organizers in increasing brand awareness and brand loyalty as well as finding out the reasons and standards for Redline Production's success in using word of mouth and public marketing communication strategies. The method used is a qualitative research method with a descriptive approach through data collection techniques, namely in-depth interviews and observations to identify WOM and PR marketing strategies in increasing brand awareness and brand loyalty. The results of this research are due to the small environment so that it can build and maintain closer relationships with the lead agent as the main actor in conducting word of mouth and clients who have collaborated previously. Implementation of WOM elements consists of talkers, lead agents who have strong influence and trust from clients so that they can bring up topics related to service quality and the collaboration process that will be carried out. The tool used is the use of coupons with the company logo to stimulate conversation. Participate by responding to feedback from clients as an evaluation for carrying out the next event, including taking a part, tracking, namely by utilizing agents and vendors as quality control to find out word of mouth that occurs in the business environment, especially clients. Implementation of PR elements consists of pulling, by providing the best performance so as to create a satisfying experience. At push by preparing the event layout and conducting location surveys, then, at pass providing service and education to clients. The standard of success of Redline Production's marketing communications strategy is measured based on the return rate of clients who have previously collaborated and then collaborate again. Keywords : Marketing Communication, Word of Mouth, Public Relations, Brand Awareness, Brand Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Louise Emmanuel Geraldo Purba | ||||||||
| Date Deposited: | 25 Mar 2024 06:16 | ||||||||
| Last Modified: | 25 Mar 2024 06:16 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21458 |
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