Strategi marketing communication PTGO-JEK Indonesia dalam membangun brand image Go-Clean = marketing communication strategy of PT GO-JEK Indonesia to build Go-Clean’s brand image

Soentpiet, Cassie Ruth Regina (2018) Strategi marketing communication PTGO-JEK Indonesia dalam membangun brand image Go-Clean = marketing communication strategy of PT GO-JEK Indonesia to build Go-Clean’s brand image. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (395kB)
	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (640kB)
	Text (Chapter 1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (6MB)
	Text (Chapter 2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (4MB)
	Text (Chapter 3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (1MB)
	Text (Chapter 4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (411kB)
	Text (Chapter 5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (32MB)
	Text (Chapter 6) Chapter6.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (397kB)
	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (412kB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (2MB)

Abstract

These days, the presence of domestic servants or workers is needed by the community because of changes in lifestyle. According to Criminal Statistics 2016, the number of crime in Indonesia fluctuated since 2013. This fact affects the public's trust in domestic servants, but the people’s need for domestic workers can’t be eliminated. The development of technology and product innovation are very helpful for people who don’t have domestic workers to do household chores, one of the important thing is to maintain the cleanliness of the house or residence. PT GO-JEK Indonesia has made an innovation to address this need, by presenting the GO-CLEAN which is a professional application-based hygiene service. As a new service in the community, researcher feels the need to know the marketing communication strategy applied by PT GO-JEK Indonesia to build GO-CLEAN’s brand image. This research uses qualitative approach with descriptive research method. Research data was collected using primary data, in-depth interview, observation, and secondary data in the form of literature study and documentation. Interviews were conducted with GO-CLEAN marketing manager and GO-LIFE creative lead. The result shows that the strategy applied by PT GO-JEK Indonesia to build GO-CLEAN’s brand image are advertising, sales promotion, public relations and publicity, and word-of-mouth. / Di zaman sekarang, keberadaan pembantu rumah tangga atau yang biasa disebut dengan PRT sangat diperlukan oleh masyarakat karena adanya perubahan gaya hidup. Menurut Statistik Kriminal 2016 yang dikeluarkan oleh Badan Pusat Statistik, jumlah kejadian kejahatan atau tindak kriminalitas di Indonesia berfluktuasi sejak tahun 2013. Fakta ini mempengaruhi kepercayaan masyarakat terhadap PRT, tapi kebutuhan masyarakat akan PRT tidak dapat dihilangkan begitu saja. Perkembangan teknologi dan inovasi produk sangat membantu masyarakat yang tidak mempunyai PRT untuk melakukan pekerjaan rumah tangga, salah satu yang penting adalah menjaga kebersihan rumah atau tempat tinggal. PT GO-JEK Indonesia telah melakukan inovasi yang berusaha menjawab kebutuhan ini, yaitu dengan menghadirkan layanan GO-CLEAN yang adalah layanan kebersihan profesional berbasis aplikasi. Sebagai layanan yang baru muncul di masyarakat, peneliti merasa perlunya untuk mengetahui strategi marketing communication yang diterapkan PT GO-JEK Indonesia untuk membangun ​brand image ​ GO-CLEAN. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara mendalam dan observasi, serta data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan dengan ​marketing manager GO-CLEAN dan ​creative lead ​GO-LIFE. Hasil penelitian menunjukkan bahwa strategi promosi yang diterapkan PT GO-JEK Indonesia adalah ​advertising ​, ​sales promotion ​, ​public relations ​and publicity ​, dan ​ word-of-mouth.

Actions (login required)

View Item