Proses branding pt. multi tara melalui website dalam rangka menciptakan brand image dan brand awareness

Lestari, Shyela (2013) Proses branding pt. multi tara melalui website dalam rangka menciptakan brand image dan brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Ketatnya persaingan bisnis yang terjadi di Indonesia, membuat perusahaan saling berlomba-lomba melakukan kegiatan pemasaran, yaitu dengan menggunakan berbagai macam media promosi yang variatif dan juga pesan-pesan yang persuasif. Penggunaan media-media ini bertujuan untuk meningkatkan penjualan dan juga upaya dalam membesarkan brand. Kegiatan ini dapat disebut dengan branding. PT. Multi Tara merupakan perusahaan manufaktur yang bergerak dalam bidang kemasan berbahan dasar plastik, menggunakan website sebagai bentuk branding perusahaan. Namun, website tersebut tidak menjalankan fungsinya dengan baik sehingga tujuan pun tidak tercapai. Melihat hal tersebut, PT. Multi Tara memutuskan untuk memperbaharui website perusahaan. Kesimpulan yang didapatkan oleh Penulis adalah proses branding yang dilakukan oleh PT. Multi Tara melalui website yaitu dengan menganti layout website, warna, hingga sistem website. Selain itu proses branding ini memiliki tujuan untuk menciptakan brand image dan brand awareness. Sedangkan, saran yang diberikan oleh Penulis adalah agar PT. Multi Tara dapat merekerut SDM (sumber daya manusia) yang dapat mengisi divisi marketing dan perlu mengembangkan website agar dapat memaksimalkan kegiatan-kegiatan pemasaran. / The intensity of business rivalry in Indonesia nowadays has driven all companies competing against each other in doing marketing activities and strategics, by using a variety of media campaigns and persuasive messages. Variety media are used for increasing sales and raising brand awareness. This activity called branding. PT. Multi Tara is a manufacturing company engaged in plastic packaging, using website as their corporate branding. However, the website doesn’t work properly so their goal was not achieved. By seeing this problem, PT. Multi Tara decides to renew their company's website. Writer concludes that the branding process by PT. Multi Tara through their website is to re-design their website layout, corporate colors, and the web system. Beside that, this branding process objective is to create brand image and brand awareness. Meanwhile, the advice given by the author is PT. Multi Tara should employ human resources for marketing department and they need to develop their website in order to maximize their marketing activities.

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