Digital marketing strategy of PT Mitra Adiperkasa in building Lacoste's reputation during pandemic covid-19 = Strategi pemasaran digital PT Mitra Adiperkasa dalam membangun reputasi Lacoste selama masa pandemi covid-19

Putri, Valencia Ivana (2022) Digital marketing strategy of PT Mitra Adiperkasa in building Lacoste's reputation during pandemic covid-19 = Strategi pemasaran digital PT Mitra Adiperkasa dalam membangun reputasi Lacoste selama masa pandemi covid-19. Bachelor thesis, Universitas Pelita Harapan.

[img]
Preview
Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (119kB) | Preview
[img]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (343kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (631kB) | Preview
[img]
Preview
Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)
[img] Text (Chapter6)
Chapter6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (380kB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (761kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (26MB)

Abstract

The fashion retail industry has become one of the most affected industries by COVID-19. In 2020, when many brands can hardly survive, LACOSTE who is subcontracted by PT Mitra Adiperkasa in Indonesia is experiencing an increments scale in sales which makes them successful in building their brand reputation during the crisis. According to the researcher’s preliminary research, customers see LACOSTE as a trustworthy and credible brand that has a durable quality compared to its competitors. For this reason, this research aims to describe how does PT Mitra Adiperkasa builds LACOSTE’s reputation through digital marketing strategy during pandemic COVID-19. This research is analyzed using PESO model and written in a qualitative approach by applying the descriptive-narrative method. Data collection is gathered from semi-structured in-depth interviews and non-participant observation as primary sources and documents like journals, articles, books, etc. as secondary sources. The informants selected are from PT Mitra Adiperkasa; who is responsible to execute the digital marketing strategy of LACOSTE in building LACOSTE’s reputation. From this research, it can be concluded that paid, earned, and owned media are types of media used by PT Mitra Adiperkasa as its digital marketing strategy in building LACOSTE’s reputation during pandemic COVID-19. The implementation of these media is done based on LACOSTE’s principles / Industri ritel fesyen menjadi salah satu industri yang paling terdampak oleh COVID-19. Di tahun 2020, ketika banyak merek yang sulit untuk bertahan, LACOSTE yang dikelola oleh PT Mitra Adiperkasa di Indonesia, justru mengalami peningkatan penjualan yang membuat mereka berhasil membangun reputasi mereknya di masa krisis. Berdasarkan pendahuluan penelitian yang dilakukan oleh peneliti, pelanggan LACOSTE sudah melihat LACOSTE sebagi merek yang dapat dipercaya dan kredibel dibandingkan dengan pesaingnya. Maka dari itu, penelitian ini bertujuan untuk mendeskripsikan bagaimana PT Mitra Adiperkasa membangun reputasi LACOSTE melalui strategi pemasaran digital selama pandemi COVID-19. Penelitian ini dianalisis menggunakan PESO model dan ditulis dengan pendekatan kualitatif dengan metode deskriptif-naratif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara semi-terstruktur dan observasi non-partisipan, serta data sekunder berupa dokumen seperti jurnal, artikel, buku, dll. Informan dari penelitian ini berasal dari PT Mitra Adiperkasa; yang bertanggung jawab untuk menjalankan strategi pemasaran digital LACOSTE dalam membangun reputasi LACOSTE. Dari penelitian ini dapat disimpulkan bahwa media berbayar, media yang diperoleh, dan media yang dimiliki adalah jenis media yang digunakan oleh PT Mitra Adiperkasa sebagai strategi pemasaran digital dalam membangun reputasi LACOSTE selama masa pandemi COVID-19. Implementasi media ini dilakukan berdasarkan peraturan yang sudah diberikan oleh prinsipil LACOSTE.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Putri, Valencia IvanaNIM01041180014valenciaivana2020@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDwihadiah, Desideria LumonggaNIDN0302116901UNSPECIFIED
Uncontrolled Keywords: Brand reputation; Building; Digital marketing strategy; Lacoste; Pandemic; PESO Model
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 10516 not found.
Date Deposited: 17 Feb 2022 05:57
Last Modified: 17 Feb 2022 05:57
URI: http://repository.uph.edu/id/eprint/46340

Actions (login required)

View Item View Item