SHABRINA KRISTANTI, YULIA (2022) STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND AWARENESS (Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran dalam Membangun Brand Awareness Pada UKM Batik Al – Huda di Sidoarjo). Undergraduate thesis, UNIVERSITAS PEMBANGUNAN NASIONAL "VETERAN" JAWA TIMUR.
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Abstract
Penelitian ini bertujuan untuk mengetahui startegi komunikasi pemasaran dalam membangun brand awareness pada UKM Batik Al-Huda Sidoarjo. Serta mengindentifikasi tingkat kesadaran merek pada produk UKM Batik Al-Huda Sidoarjo. Pada penelitian ini menggunakan metode deskriptif kualitatif melalui wawancara mendalam, observasi dan dokumentasi. Hasil penelitian menunjukan bahwa pada Analisis SWOT yang meliputi kekuatan yang dimiliki oleh UKM Batik Al-Huda yaitu ciri khas yang berbeda (warna, corak dan motif), kedua kelemahan yang dimiliki yaitu lokasi dan fasilitas yang kurang memadai, serta kurang dikenal oleh masyarakat lokal. Ketiga peluang yang dimiliki yaitu jaringan dikalangan birokrasi hingga manca negara, dan keempat ancaman yang ditemukan yaitu adanya batik printing dan tidak adanya aturan yang mengatur karya motif batik di Indonesia. Strategi komunikasi pemasaran yang dilakukan oleh UKM Batik Al-Huda Sidoarjo yaitu melalui tahapan seperti segmentasi targeting positioning, bauran pemasaran 4P (product,price,place,promotion) serta menerapakan bauran komunikasi pemasaran meliputi iklan, promosi penjualan, acara dan pengalaman, hubungan masyarakat, pemasaran langsung dan interaktif, pemasaran dari mulut ke mulut dan penjualan personal. Kemudian kesadaran merek (Brand Awareness) para pelanggan baru UKM Batik Al-Huda Sidoarjo terdapat pada tingkat brand recognition (pengenalan merek) sedangkan kesadaran merek pelanggan lama terdapat pada level Top of Mind (puncak pikiran). Kata Kunci : Analisis SWOT, Strategi Komunikasi Pemasaran, dan Brand Awareness This study aims to determine marketing communication strategy in building brand awareness on UKM Batik Al-Huda Sidoarjo. And identify the level of brand awareness on UKM products Batik Al-Huda Sidoarjo. In this study using qualitative descriptive method through in-depth interviews, observation and documentation. The result of the research shows that SWOT analysis covering the strengths of UKM Batik Al-Huda is different characteristic (color, pattern and motif), the two weaknesses are location and facilities that are inadequate, and less well known by the local community. The three opportunities are owned by the network among the bureaucracy to foreign countries, and the four threats found are the existence of batik printing and the absence of rules that govern the work of batik motifs in Indonesia. Marketing communication strategy conducted by UKM Batik Al-Huda Sidoarjo is through stages such as segmenting targeting positioning, marketing mix 4P (product, price, place, promotion) and apply marketing marketing mix including advertising, sales promotion, events and experiences, public relations, direct and interactive marketing, word of mouth marketing and personal selling. Then brand awareness of new customers of UKM Batik Al-Huda Sidoarjo is at the level of brand recognition (brand recognition) while the old customer brand awareness is at the top of the mind level. Keywords: SWOT Analysis, Marketing Communication Strategy, and Brand Awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Lisa nadya irawan | ||||||||
| Date Deposited: | 19 Jul 2022 02:19 | ||||||||
| Last Modified: | 19 Jul 2022 02:19 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7646 |
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