Integrated Marketing Communication Produk Haray PT D'Zegerrr Sebagai Minuman Herbal Berkhasiat

Agustin, Iqlimah (2025) Integrated Marketing Communication Produk Haray PT D'Zegerrr Sebagai Minuman Herbal Berkhasiat. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) Cover.pdf Download (2MB)
	Text (Bab 1) 21052010138_Bab 1.pdf Download (666kB)
	Text (Bab 2) 21052010138_Bab 2.pdf Restricted to Repository staff only until 16 June 2027. Download (1MB) \| Request a copy
	Text (Bab 3) 21052010138_Bab 3.pdf Restricted to Repository staff only until 16 June 2028. Download (1MB) \| Request a copy
	Text (Bab 4) 21052010138_Bab 4.pdf Restricted to Repository staff only until 16 June 2028. Download (3MB) \| Request a copy
	Text (Bab 5) 21052010138_Bab 5.pdf Download (268kB)
	Text (Daftar Pustaka) 21052010138_Daftar Pustaka.pdf Download (277kB)
	Text (Lampiran) Lampiran.pdf Restricted to Repository staff only until 16 June 2028. Download (2MB) \| Request a copy

Abstract

The growing pace of modernization has impacted every interconnected aspect of life, including the innovation of various processed foods, particularly in the beverage industry. This trend is further fueled by the increasing popularity of artificially sweetened beverages and the rising number of consumers, which has led to various negative health effects. Amid the proliferation of artificially sweetened beverages, a new herbal beverage product called “Haray” has emerged. Made from herbal roots and plants, it contains various beneficial compounds commonly found in Indonesia. The herbal beverage product from “Haray” comes in a ready-to-drink format, allowing consumers to enjoy the freshness of herbal beverages directly, conveniently, and efficiently, with variants including Telang Lime, Rice and Ginger, Turmeric and Tamarind, and Rosella. Through intensive collaboration with Mrs. Dian Setyowati, the owner of Haray, it was found that the lack of promotion through digital media was one of the reasons for the limited reach of the product. Additionally, while non-digital advertising methods have been implemented regularly, there has been no significant increase in sales. This phenomenon highlights that consumers are still unaware of the information about Haray products circulating in society. Given this situation, IMC (Integrated Marketing Communication) was chosen as the marketing strategy to expand the reach of Haray products among the public, making their presence more easily known, thereby generating interest in purchasing and understanding Haray products. The data used in the design of this IMC strategy employs a mix of quantitative and qualitative methods, including observations, interviews, and questionnaires for primary data. Secondary data was obtained through literature reviews, books, and websites. The TOWS method was used to map the external and internal conditions of Haray products into appropriate communication strategies, enabling their optimal application in promotional visual media advertising in line with the targeted market, thereby driving growth in sales and consumer interest in the product. Keywords: IMC, Promotion, Advertising, Herbal Beverages, Haray.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Chidtian, Aileena Solicitor Costa Rica El	NIDN0019018702	aileena.dkv@upnjatim.ac.id
Thesis advisor	Nisa, Diana Aqidatun	NIDN0011069006	diana.dkv@upnjatim.ac.id

Subjects:

N Fine Arts > N Visual arts

Divisions:

Faculty of Architecture and Design > Departement of Visual Communication Design

Depositing User:

Iqlimah Iqlimah Agustin

Date Deposited:

17 Jun 2025 03:52

Last Modified:

17 Jun 2025 03:52

URI:

https://repository.upnjatim.ac.id/id/eprint/37886