Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/109264
Title: | Optimalisasi Digital Marketing Untuk Peningkatan Brand Awareness Sudut Lombok |
Other Titles: | The Optimizing Digital Marketing To Increase Brand Awareness Sudut Lombok |
Authors: | Nurhayati, Popong Megawati, Lokita Rizky Ningrum, Intan Cahya |
Issue Date: | 2021 |
Publisher: | IPB University |
Abstract: | Perkembangan teknologi yang berkembang kian pesat dimanfaatkan oleh
perusahaan untuk melakukan aktivitas digital marketing. Sudut Lombok
memanfaatkan pemasaran digital dalam meningkatkan brand awareness kepada
pelanggan potensial. Adapun tujuan penelitian ini dilakukan adalah (1)
Mengidentifikasi strategi digital marketing yang telah dilakukan oleh Sudut
Lombok dalam membangun brand awareness, (2) Mengukur tingkat brand
awareness Sudut Lombok pada pelanggan potensial, (3) Menentukan solusi
usulan penerapan strategi digital marketing yang tepat dalam meningkatkan brand
awareness. Penelitian ini menggunakan bauran pemasaran 4C dalam
mengidentifikasi aktivitas pemasaran Sudut Lombok serta piramida brand
awareness untuk mengukur tingkat brand awareness. Hasil dari penelitian dapat
diketahui strategi digital marketing, tingkat brand awareness serta solusi digital
marketing yang tepat dengan mengoptimalisasi media pemasaran yang digunakan
oleh Sudut Lombok. The development of technology that is growing rapidly is utilized by companies for digital marketing activities. Sudut Lombok is one of the businesses that utilize digital marketing to increase brand awareness to potential customers. The purpose of this research is (1) Identifying digital marketing strategies that have been carried out by Sudut Lombok in building brand awareness, (2) Measuring the level of brand awareness of Sudut Lombok in potential customers, (3) Determining the solution proposed implementation of the right digital marketing strategy in increasing brand awareness. This study used the marketing mix 4C in identifying Sudut Lombok marketing activities and used the brand awareness pyramid to measure the level of brand awareness of Sudut Lombok. The results of the research can be known digital marketing strategies, level of brand awareness and the right digital marketing solutions by optimizing the marketing media used by Sudut Lombok. |
URI: | http://repository.ipb.ac.id/handle/123456789/109264 |
Appears in Collections: | UT - Business |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover.pdf Restricted Access | Cover | 2.33 MB | Adobe PDF | View/Open |
K14170032_Intan Cahya Ningrum.pdf Restricted Access | Full Text | 7.82 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 1.48 MB | Adobe PDF | View/Open |
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