Noergawanti Syafitri, Noergawanti (2022) Strategi Integrated Marketing Communication Pada Rebranding Sepatu Compass. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

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Abstract

UNIVERSITAS MUHAMMADIYAH JAKARTA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI PUBLIC RELATIONS Skripsi, 22 Desember 2021 Noergawanti Syafitri 2016140122 Strategi Integrated Marketing Communication (IMC) Pada Rebranding Sepatu Compass 131 Halaman + Lampiran ABSTRAK Setelah 34 tahun menjalankan bisnis sneakers lokal dengan brand Compass, PT Kompas Mas melakukan rebranding karena penjualan yang menurun pada tahun 2014-2017, adanya pemalsuan produk, dan variasi produk yang stagnan. Penelitian ini bertujuan untuk mengetahui strategi Integrated Marketing Communication pada rebranding Compass. Teori yang digunakan dalam penelitian ini adalah teori IMC dan teori rebranding. Penelitian ini menggunakan pendekatan kualitatif metode deskriptif dengan teknik pengumpulan data melalui wawancara kepada Creative Director Compass, Campaign Director Compass, Creative & Project Manager Media Urban Sneakers Society, dan Head of Semu Technology. Hasil penelitian ini menunjukan bahwa Compass melakukan strategi IMC pada rebranding dengan cara melakukan aktivitas Public Relations salah satunya yakni melakukan community relations dengan membentuk komunitas Teman Compass, menjalankan program corporate social responsibility (CSR) “Sepatu untuk Semua”, juga menggunakan Opinion Leader melalui anggota komunitas sneakers; melakukan advertisement dengan beriklan di billboard dan MRT yang ada di Jakarta dengan visual warna kuning polos dan copywriting “Iklan ini tidak lulus sensor” dengan tujuan membentuk awareness publiknya; melakukan strategi word of mouth marketing dengan story telling dalam setiap perilisan produk; menciptakan kreasi pada setiap event, serta melakukan interactive marketing melalui aset media sosial Instagram. ABSTRACT After 34 years of running a local sneaker business with the Compass brand, PT Kompas Mas underwent a rebranding due to declining sales in 2014-2017, product counterfeiting, and stagnant product variations. This study aims to determine the Integrated Marketing Communication strategy in Compass rebranding. This research used IMC and rebranding theory. This study uses a qualitative descriptive method with data collection techniques through interviews with Creative Director Compass, Campaign Director Compass, Creative & Project Manager Media Urban Sneakers Society, and Head of Semu Technology. The results of this study are based on what Kompas did for IMC Strategy on their rebranding process showing that they do public relations by community relations. They create the "Teman Compass" community and did community relations through community gatherings, factory visits, and event invitations to the community. PT Kompas Mas using also uses Opinion Leader through community members' sneakers; advertisements by advertising on billboards and MRT in Jakarta with plain yellow visuals and copywriting “Iklan Ini Tidak Lulus Sensor” with the goals of building public awareness; carrying out a word of mouth marketing strategy with story telling in every product release; creating creations at every event, as well as conducting interactive marketing through Instagram social media assets. Daftar Pustaka : 16 buku + 4 jurnal Dosen Pembimbing : Tria Patrianti, S.Sos., M.Ikom. Kata Kunci : Integrated Marketing Communication (IMC), Rebranding

Item Type:	Thesis (Skripsi (S1))
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Social and Political Sciences > S1 Communication Studies / Ilmu Komunikasi
Depositing User:	EVA AIHULIA
Date Deposited:	29 Mar 2023 02:15
Last Modified:	29 Mar 2023 02:15
URI:	http://repository.umj.ac.id/id/eprint/12644

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