Strategi product sampling Kiehl's dalam meningkatkan brand awareness konsumen = Kiehl's product sampling strategy in creasing consumers' brand awareness

Cheryl, Cheryl (2014) Strategi product sampling Kiehl's dalam meningkatkan brand awareness konsumen = Kiehl's product sampling strategy in creasing consumers' brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini berjudul Strategi Product Sampling Kiehl’s dalam Meningkatkan Brand Awareness Konsumen. Penelitian ini bertujuan untuk menggambarkan dan menganalisa kekuatan dari strategi product sampling yang dilakukan Kiehl’s dalam meningkatkan brand awareness konsumen. Teori dan Konsep yang di pakai dalam penelitian ini adalah Teori Interaksi Simbolik (Symbolic Interactionism Theory), Strategi Bauran Pemasaran (6P), dan Model AIDA. Penelitian ini menggunakan pendekatan kualitatif dengan metode Studi Kasus yang bertujuan untuk menjelaskan fenomena sedalam-dalamnya melalui pengumpulan data. Unit analisis yang digunakan berupa pembicaraan hasil wawancara yang ditulis kembali berdasarkan pengalaman narasumber terkait strategi product sampling yang dilakukan oleh Kiehl’s. Peneliti melakukan pengumpulan data melalui observasi dan wawancara dengan key informan dan informan. Pemilihan narasumber dengan cara purposive sampling dan narasumber yang diwawancarai sebanyak lima orang. Untuk pembahasan data, Penulis membandingkan data yang didapat dengan kajian teori dan pernyataan ahli, yaitu Dosen Marketing Universitas Pelita Harapan guna menjawab rumusan masalah. Hasil penelitian yang dilakukan menguraikan kekuatan dan menggambarkan pelaksanaan strategi product sampling yang dilakukan Kiehl’s dalam meningkatkan brand awareness konsumen. / This thesis is titled Kiehl’s Product Sampling Strategy in Increasing Consumers’ Brand Awareness. This thesis aimed to explain and illustrate the implementation of Kiehl’s product sampling strategy to increase consumers’ brand awareness. The theories and concepts used on this thesis are Symbolic Interactionism Theory, Marketing Mix (6P), and AIDA model. This thesis used qualitative approach with study case methods to explain the phenomenon deeply through deep data collection. The unit of analysis in this thesis is conversations from in-depth interview that rewritten by Writer based on key informant’s experience regarding Kiehl’s product sampling strategy. Writer collected data through observation and in-depth interview with key informant and informants. The election of the informants by using purposive sampling strategy, and the informants consisted by five people. For discussion of the data, Writer compared the data that has been collected with literature and expert’s statement, which is Marketing Lecturer of Pelita Harapan University to answer statement of the problem. As the result in this thesis, Kiehl’s product sampling strategy has been proven to have power in increasing consumers’ brand awareness.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Cheryl, CherylNIM04120100025UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRondonuwu, Roy RobertNIDN0029105501UNSPECIFIED
Uncontrolled Keywords: Strategy ; Product Sampling ; Kiehl’s Indonesia ; Brand Awareness
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Tina Fori Desiani M.
Date Deposited: 16 Oct 2018 07:51
Last Modified: 09 Nov 2020 08:48
URI: http://repository.uph.edu/id/eprint/1551

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