PROSES KOMUNIKASI PEMASARAN TERINTEGRASI DALAM PEMBENTUKAN PERSONAL BRAND SEBAGAI STRATEGI PENJUALAN PRODUK UMKM (STUDI DESKRIPTIF PADA UMKM CAKE BY NADIA)

Lubis, Wahya (2021) PROSES KOMUNIKASI PEMASARAN TERINTEGRASI DALAM PEMBENTUKAN PERSONAL BRAND SEBAGAI STRATEGI PENJUALAN PRODUK UMKM (STUDI DESKRIPTIF PADA UMKM CAKE BY NADIA). S2 thesis, Universitas Jambi.

[img] Text
JUDUL .pdf
Download (131kB)
[img] Text
lembar pengesahan WAHYA IFFA LUBIS_P2C219070.pdf
Download (6MB)
[img] Text
ABSTRAK.pdf
Download (110kB)
[img] Text
bab V P2C219070.pdf
Download (125kB)
[img] Text
DAFTAR PUSTAKA P2C219070.pdf
Download (119kB)
Official URL: https://repository.unja.ac.id/cgi/users/home?scree...

Abstract

ABSTRAK PROSES KOMUNIKASI PEMASARAN TERINTEGRASI DALAM PEMBENTUKAN PERSONAL BRAND SEBAGAI STRATEGI PENJUALAN PRODUK UMKM (STUDI DESKRIPTIF PADA UMKM CAKE BY NADIA) Oleh: Wahya Iffa Lubis P2C219070 Dr. Ade Octavia, SE, M.M Dr. Andang Fazri, ST, M.M Disrupsi melatarbelakangi perubahan yang cepat dalam beberapa aspek kehidupan salah satunya kemajuan dan peran teknologi dalam kehidupan manusia. Sehingga mempengaruhi praktik dunia usaha yang semakin tinggi persaingannya. Cake By Nadia (CBN) merupakan sebuah brand usaha yang didirikan oleh Nadia Indah Pratiwi yang fokus pada penjualan produk cake dan dessert. Nadia memanfaatkan kecanggihan teknologi dalam menjalankan aktivitas dan pemasaran usahanya. Penelitian dilakukan menggunakan acuan ilmu manajemen pemasaran yaitu marketing mix dan integrated marketing communication (IMC) untuk melihat proses yang dilakukan dalam pemasaran usaha serta penggunaan teori the eight laws of personal branding untuk mengetahui bagaimana terbentuknya personal branding pemilik CBN hingga mampu mempengaruhi brand equity usaha CBN. Hasil Penelitian memaparkan adanya praktik komunikasi pemasaran terintegrasi (IMC) dalam memenuhi delapan elemen dari teori the eight laws of personal branding dalam membentuk personal branding Nadia. Nadia menggunakan aplikasi Instagram, whatsapp, dan Tiktok dalam praktek komunikasi pemasaran terintegrasi (IMC) sehingga ia mampu menampilkan kegiatan online maupun offline di sosial media yang pada akhirnya mempengaruhi persepsi banyak orang terhadapnya. Adanya korelasi antara komunikasi pemasaran terintegrasi (IMC) dan personal branding yang terbentuk dalam peningkatan brand equity usaha CBN. Kata Kunci: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity. ABSTRACT INTEGRATED MARKETING COMMUNICATION PROCESS BECOMING PERSONAL BRANDING AS PRODUCT SALES STRATEGY (DESCRIPTIVE STUDY ON CAKE BY NADIA) By: Wahya Iffa Lubis P2C219070 De. Ade Octavia, SE, M.M Dr. Andang Fazri, ST, M.M Disruption is the background for rapid changes in several aspects of life, one of which is progress and the role of technology in human life. So that it affects the practice of the business world which is increasingly competitive. Cake By Nadia (CBN) is a business brand founded by Nadia Indah Pratiwi which focuses on selling cake and dessert products. Nadia takes advantage of technological sophistication in carrying out her business activities and marketing. The study was conducted using the basic of marketing mix and integrated marketing communication sciences to describe the process of marketing activities of CBN and by using the theory of the eight laws of personal branding to find out how the personal branding can be formed of CBN owners and its affect the brand equity of CBN businesses. The results of the study describe the practice of integrated marketing communication in fulfilling the eight elements in building Nadia's personal branding. Nadia uses Instagram, whatsapp, and Tiktok applications in the practice of integrated marketing communication (IMC) so that she is able to display online and offline activities on social media which ultimately affects the perception of many people towards her. There is a correlation between integrated marketing communication (IMC) and personal branding that is formed in increasing the brand equity of CBN business. Keywords: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity

Type: Thesis (S2)
Uncontrolled Keywords: personal branding, branding, integrated marketing communication
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen Pemasaran
Depositing User: LUBIS
Date Deposited: 15 Dec 2021 06:32
Last Modified: 15 Dec 2021 06:32
URI: https://repository.unja.ac.id/id/eprint/28640

Actions (login required)

View Item View Item
Repository Unja is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.