Efektivitas rebranding es krim Magnum terhadap keputusan pembelian konsumen (pendekatan model aidda) = The effectiveness of rebranding Magnum ice cream strategy through consumer purchase decision (aidda model)

Amithyaputri, Fraya (2015) Efektivitas rebranding es krim Magnum terhadap keputusan pembelian konsumen (pendekatan model aidda) = The effectiveness of rebranding Magnum ice cream strategy through consumer purchase decision (aidda model). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan sektor industri di Indonesia telah mengalami kemajuan yang pesat dalam beberapa dekade terakhir.Salah satu industri yang berkembang pesat adalah industri food and beverages (makanan dan minuman), dimana menawarkan berbagai jenis produk yang dapat konsumen pilih, salah satunya adalah es krim. Industri es krim terdiri dari berbagai jenis produk dan produsen seperti, Wall’s, Campina, Woody’s, Island Creamery, Baskin Robbins, Haagen Dazs, dll dan tentunya setiap industri es krim tersebut saling berlomba-lomba untuk memenangkan persaingan, oleh karena itu dilakukan penelitian lebih dalam pada Wall’s Magnum, mengenai efektivitas strategi rebranding es krim Magnum melalui MPR (PR dan marcom tools) terhadap keputusan pembelian konsumen dilihat dengan konsep AIDDA. Pengumpulan data dilakukan dengan tinjauan pustaka dan tinjauan langsung ke lapangan, yaitu dengan menyebarkan 150 kuesioner kepada responden yang merupakan kaum dewasa muda dan penggemar es krim Magnum. Data diolah dengan menggunakan analisis validitas dan reliabilitas. Dari hasil penelitian dapat dibuktikan bahwa strategi rebranding Magnum yang paling efektif, yaitu melalui fitur produk (varian rasa es krim Magnum) dan iklan di televisi.Strategi rebranding Magnum berhasil membangkitkan keinginan konsumen untuk membeli produk Magnum. Saat ini semakin banyak orang yang mengenal Magnum dan terus update tentang perkembangan es krim premium ini./ The development of the industrial sector in Indonesia has experienced rapid progress in the last few decades. One of the industry is rapidly growing industrial food and beverages, offer various types of products where consumers can choose, one of them is ice cream. Ice cream industry composed of various types of products and producers, like Wall’s, Campina, Woody’s, Baskin Robbins, Haagen Dazs, etc. And of course every ice cream industry compete in each other to win the competition, because it held more in research on Wall’s Magnum, rebranding strategy on the effectiveness of Magnum Ice Cream through Marketing Public Relations strategy (PR and marketing communication tools) for a consumers purchase decision, viewed with the concept of AIDDA. Data collection and review carried out with a literature review and directly to te field, namely by spreading 150 questionnaires to respondents who is young adults and a fan of Magnum ice cream. With data processed, using analysis validity and reliability test. From research can be proved that the most effective of strategy rebranding Magnum is through product features (various flavor of Magnum ice cream) and television advertising. Magnum rebranding strategy has succeded to arousing desire consumers to purchase Magnum products. Nowadays, more people know Magnum and continue to updates regarding the development of this premium ice cream.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Amithyaputri, FrayaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, NaniekUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Magnum; Rebranding; Strategi Marketing PR; Keputusan Pembelian Konsumen; AIDDA
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 Hamardiati Saptarini
Date Deposited: 16 Oct 2018 08:03
Last Modified: 16 Oct 2018 08:03
URI: http://repository.uph.edu/id/eprint/1817

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