Aktivitas media sosial sebagai salah satu strategi marketing dalam brand awareness Informa PT Kawan Lama Sejahtera = social media activities as one of marketing strategies in increasing Informas's brand awareness of PT Kawan Lama Sejahtera

Gabriella, Gabriella (2020) Aktivitas media sosial sebagai salah satu strategi marketing dalam brand awareness Informa PT Kawan Lama Sejahtera = social media activities as one of marketing strategies in increasing Informas's brand awareness of PT Kawan Lama Sejahtera. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Marketing komunikasi merupakan sebuah aktivitas promosi yang digunakan oleh setiap perusahaan. Marketing komunikasi memiliki peran penting dalam memperkenalkan dan mempertahankan sebuah merek kepada konsumen. Tanpa adanya proses marketing komunikasi segala usaha yang dilakukan tidak akan mencapai potensi tertinggi sebuah brand, kesadaran merek tertinggi yaitu top of mind. Marketing dapat dilakukan secara online atau offline, marketing online diakses melalui jaringan internet. Penggunaan internet yang selalu berkembang setiap tahunnya, melalui data uang ditarik dari APJJI 2018 bahwa terdapat sebanyak 171 juta jiwa pengguna internet dari 264 juta jiawa penduduk di Indonesia. Berdasarkan hasil survey juga pengguna internet terbanyak merupakan masyarakat yang berusia produktif, antara 15 hingga 34 tahun. Informa memanfaatkan kesempatan ini untuk bersaing dengan kompetitorkomprtitornya melalui berinovasi tekun dengan mejalani promosi secara online yaitu dengan adanya departemen Digital Marketing. Terdapat enam divisi dibawah Digital Marketing, salah satunya ialah divisi media sosial. Dalam mewujudkan Informa menjadi top of mid maka perlu menerapkan komponen komponen promotional mix dengan maksimal. Penerapan promotional mix melalui aktivitas Digital Marketing antara lain yaitu, mulai dari adanya campaign yang dibuat tertuju bagi khalayak Informa, menyelenggarakan event, penyebaran toko yang semakin banyak, berkolaborasi dengan brand lain, melakukan live report secara berkala dan juga menjalin hubungan yang baik dengan khalayak melalui komunikasi yang tercipta pada social media. / Marketing communication is a promotional activities every company used. Marketing communication has an important role in promoting and maintaining a brand for consumers. Without the marketing communication process, all efforts will not reach the highest potential, the highest brand awareness is the top of mind. Marketing can be done online or offline, online marketing is done through the internet network. The use of the internet is always growing every year, through the data of money taken from APJJI 2018, which means as many as 171 million internet users from 264 million people in Indonesia. Based on the survey results also the most internet users represent productive people, between 15 and 34 years. Informa took advantage of this opportunity to compete with its competitors through innovating diligently by undergoing online promotions, namely the presence of the Digital Marketing department. There are six divisions under Digital Marketing, one of which is the social media division. In realizing Informa to be the top it is necessary to apply the promotional mix component to the maximum. The application of the promotion mixes through Digital Marketing activities, among others, starting from campaigns aimed at Informa's audiences, holding events, deploying more and more shops, collaborating with other brands, making relevant reports directly and also establishing relationships with audiences through Communication created on social media.

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