Lestari, Karina (2022) Implementasi Strategi Marketing Public Relations Dalam Peluncuran Modena Marvel Series Untuk Membangun Brand Image. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Ketatnya persaingan dalam penjualan produk rumah tangga berdampak kepada strategi perusahaan untuk melakukan upaya membangun citra produknya. Penelitian ini menerapkan teori Marketing Public Relations sebagai acuan tujuan penelitian mengetahui secara mendalam aktivitas apa saja yang digunakan pada strategi kehumasaran pemasaran peluncuran produk terbaru untuk membangun citra merek. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Objek penelitian ini adalah Modena Indonesia. Data didapatkan dengan metode wawancara, observasi dan studi kepustakaan. Sedangkan untuk teknik keabsahan data menggunakan triangulasi sumber. Hasil penelitian mendapatkan bahwa Modena telah menggunakan ketiga strategi marketing public relations push, pull dan pass dalam meluncurkan produk terbaru Modena Marvel Series. Ketiga strategi ini juga berdampak baik untuk membangun brand image baru yang diingin oleh merek.
| Item Type: | Thesis (Bachelor) | ||||||||||||
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| Uncontrolled Keywords: | marketing public relations; brand image | ||||||||||||
| 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 (Distance Education Program) Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science (Distance Education Program) |
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| Depositing User: | Karina Dwi Lestari | ||||||||||||
| Date Deposited: | 23 Jun 2022 11:18 | ||||||||||||
| Last Modified: | 27 Jun 2022 07:58 | ||||||||||||
| URI: | http://repository.uph.edu/id/eprint/48025 |
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