Aktivitas Digital Marketing Merek Diadora Pada PT Mitra Adiperkasa Tbk Untuk Meningkatkan Awareness Para Pelanggan = Diadora Brand Digital Marketing Activities at PT Mitra Adiperkasa Tbk to Improve Customer Awareness

Margareta, Tri Muthia (2022) Aktivitas Digital Marketing Merek Diadora Pada PT Mitra Adiperkasa Tbk Untuk Meningkatkan Awareness Para Pelanggan = Diadora Brand Digital Marketing Activities at PT Mitra Adiperkasa Tbk to Improve Customer Awareness. Bachelor thesis, Univesitas Pelita Harapan.

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Abstract

Di era globalisasi ini, pengaruh teknologi memberi dampak yang begitu besar bagi masyarakat tidak terlepas dalam hal mendapatkan informasi, berbelanja, hiburan sampai cara perusahaan memasarkan produk mereka. Oleh karena itu, PT Mitra Adiperkasa ingin menanfaatkan teknologi ini terutama dalam memasarkan produk alas kaki Diadora. Beberapa tahun belakangan ini pertumbuhan industri alas kaki sangat pesat. Di era digital ini, Diadora ingin memaksimalkan pemasaran melalui digital karena teknologi semakin canggih dan pola berbelanja masyarakat berubah sejak masa pendemi. Kegiatan magang dilakukan selama 6 bulan di PT Mitra Adiperkasa Tbk pada tim Marketing. Pemagang fokus dalam membahas pemasaran digital yang diterapkan oleh Diadora dalam melakukan proses pemasarannya. Diadora hanya menggunakan 5 dari 6 saluran pemasaran digital yaitu iklan, online PR, online partnership, opt-in email marketing, dan social media marketing. Sedangkan, Interactive advertising Diadora belum berhasil mengimplementasikan hal tersebut karena Diadora tidak memiliki akun media sosial yang bisa berinteraksi 2 arah dengan pelanggan. Oleh karena itu, Pemagang menyarankan Diadora untuk mempunyai platform media sosial yaitu Instagram agar Diadora bisa melakukan pemasaran digitalnya lebih maksimal dan berhasil mengimplementasikan ke-6 saluran pemasaran digital untuk meningkatkan awareness para pelanggan./n this era of globalization, the influence of technology has had such a huge impact on society, in terms of getting information, shopping, entertainment, and the way companies market their products. Therefore, PT Mitra Adiperkasa wants to take advantage of this technology, especially in marketing Diadora's footwear products. In recent years, the footwear industry has grown very rapidly. In this digital era, Diadora wants to maximize marketing through digital because technology is increasingly sophisticated and people's shopping patterns have changed since the pandemic. Internship activities are carried out for 6 months at PT Mitra Adiperkasa Tbk on the Marketing team. Interns focus on discussing the digital marketing implemented by Diadora in carrying out its marketing process. Diadora only uses 5 out of 6 digital marketing channels, namely advertising, online PR, online partnerships, opt-in email marketing, and social media marketing. Meanwhile, Diadora's Interactive advertising has not succeeded in implementing this because Diadora does not have a social media account that can interact 2-way with customers. Therefore, the Apprentice suggested Diadora to have a social media platform, namely Instagram so that Diadora can do its digital marketing more optimally and successfully implement the 6 digital marketing channels to increase customer awareness.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Margareta, Tri MuthiaNIM01041180007Trimuthiamargareta@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorGinting, Magdalena LestariNIDN0330088502Magdalena.Ginting@uph.edu
Uncontrolled Keywords: Pemasaran digital; Brand awareness; Marketing mix
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
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: Users 10509 not found.
Date Deposited: 07 Jan 2022 02:35
Last Modified: 07 Jan 2022 02:35
URI: http://repository.uph.edu/id/eprint/44116

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