Komunikasi Pemasaran Aplikasi Sistem Kasir Moka Pos Dalam Membangun Brand Awareness

Indi Aristia, Indi (2021) Komunikasi Pemasaran Aplikasi Sistem Kasir Moka Pos Dalam Membangun Brand Awareness. Skripsi (S1) thesis, Fisip Universitas Muhammadiyah Jakarta.

	Text 1. HALAMAN JUDUL.pdf Download (80kB)
	Text 2. ABSTRAK.pdf Download (54kB)
	Text 3. LEMBAR PENYATAAN.pdf Download (242kB)
	Text 4. LEMBAR PERSETUJUAN DAN PENGESAHAN.pdf Download (307kB)
	Text 5. KATA PENGANTAR.pdf Download (79kB)
	Text 6. DAFTAR ISI.pdf Download (72kB)
	Text 7. DAFTAR TABEL.pdf Download (30kB)
	Text 8. DAFTAR GAMBAR.pdf Download (47kB)
	Text 9. DAFTAR LAMPIRAN.pdf Download (38kB)
	Text 10. BAB I.pdf Download (110kB)
	Text 11. BAB II.pdf Download (267kB)
	Text 12. BAB III.pdf Download (71kB)
	Text 13. BAB IV.pdf Download (970kB)
	Text 14. BAB V.pdf Download (39kB)
	Text 15. DAFTAR PUSTAKA.pdf Download (60kB)

Abstract

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU KOMUNIKASI KONSENTRASI ADVERTISING SKRIPSI, Juli 2021 Indi Aristia 2015140226 KOMUNIKASI PEMASARAN APLIKASI SISTEM KASIR MOKA POS DALAM MEMBANGUN BRAND AWARENESS 128 Halaman + 1 Lampiran ABSTRAK Membangun brand awareness adalah hal yang dianggap penting bagi setiap perusahaan. Sama halnya dengan aplikasi sistem kasir MOKA POS yang memiliki komunikasi pemasaran dalam membangun brand awareness, yaitu melalui advertising, public relation, event sponsorship, sales promotion, direct marketing, interactive marketing dan personal selling. Tujuan dari penelitian ini adalah 1) Mengidentifikasi komunikasi pemasaran aplikasi sistem kasir MOKA POS dalam membangun brand awareness. Teori yang digunakan adalah teori komunikasi pemasaran dan teori brand awareness. Pendekatan yang digunakan adalah kualitatif, dengan metode deskriptif. Teknik pengumpulan data yang dilakukan dengan wawancara semi terstruktur. Hasil penelitian menunjukkan bahwa terdapat perbedaan komunikasi pemasaran antara yang digunakan MOKA POS dengan teori yang dipakai peneliti. Komunikasi pemasaran menurut Kotler dan Keller terdiri atas advertising, public relation, event sponsorship, sales promotion, direct marketing, interactive marketing, word of mouth marketing dan personal selling. Sedangkan MOKA POS tidak menggunakan word of mouth marketing dalam melakukan komunikasi pemasaran. Sedangkan cara MOKA POS untuk membangun brand awareness diantaranya promosi di berbagai media, menjadi sponsor dalam event tertentu dan bekerja sama dengan merchant yang berlangganan MOKA POS untuk membuat acara merchant talk. Kata Kunci : Komunikasi Pemasaran, Brand Awareness Pembimbing : Jamiati KN, S.I.Kom., M.Ikom. Referensi : 20 Buku + 1 Lampiran FACULTY OF SOCIAL SCIENCE AND POLITICAL SCIENCE SCIENCE STUDY PROGRAM ADVERTISING CONCENTRATION THESIS, July 2021 Indi Aristia 2015140226 MARKETING COMMUNICATION OF MOKA POS CASHIER SYSTEM APPLICATION IN BUILING BRAND AWARENESS 128 Pages + 1 Attachment ABSTRACT Building brand awareness is what every company considers important. Similarly, MOKA POS cashier system application that has marketing communication in building brand awareness, namely through advertising, public relation, event sponsorship, sales promotion, direct marketing, interactive marketing and personal selling. The purpose of this research is 1) Identify marketing communication of MOKA POS cashier system application in building brand awareness. The theories used are marketing communication theory and brand awareness theory. The approach used is qualitative, with descriptive methods. Data collection techniques conducted with semi structured interviews. The results showed that there was a difference in marketing communication between what MOKA POS uses and the theory used by researchers. Marketing communication according to Kotler and Keller consists of advertising, public relations, event sponsorship, sales promotion, direct marketing, interactive marketing, word of mouth marketing and personal selling. While MOKA POS does not use word of mouth marketing in conducting marketing communications. While the MOKA POS way to build brand awareness includes promotion in various media, sponsoring certain events and working with merchants who subscribe to MOKA POS to create merchant talk events. Kata Kunci : Marketing Communications, Brand Awareness. Pembimbing : Jamiati KN, S.I.Kom., M.Ikom. Referensi : 20 Books + 1 Attachment

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:	05 Dec 2022 08:51
Last Modified:	05 Dec 2022 08:51
URI:	http://repository.umj.ac.id/id/eprint/9351

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