AKTIVITAS SOCIAL MEDIA SPECIALIST MELAKUKAN CONTENT CREATING DI PT ERHA STORE SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS

Fajrina, Fathia (2023) AKTIVITAS SOCIAL MEDIA SPECIALIST MELAKUKAN CONTENT CREATING DI PT ERHA STORE SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (115kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (157kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (288kB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (642kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (988kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (991kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (271kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (465kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

Di era digitalisasi saat ini, banyak perusahaan yang telah menerapkan konsep Integrated Marketing Communication dimana konsep tersebut mengintegrasikan seluruh bagian strategi pemasaran dengan satu keutuhan yang utuh menggunakan berbagai media yang misalnya advertising online hingga social media. Peluang tersebut dilihat beragam brand kecantikan tak terkecuali perusahaan Erha. Konsep tersebut membuat sebuah perusahaan harus memiliki content creator untuk membuat konten dari produk yang ingin dipromosikan. Penerapan konsep Integrated Marketing Communication di berbagai media sosial ini berdampak pada meningkatnya brand awareness Erha. Apalagi Erha mendirikan PT Erhalogy yang menjual produk perawatan pribadi melalui anak perusahaannya, Erha Store yang merupakan retail dari produk tersebut sehingga membutuhkan brand awareness yang tinggi. Untuk itulah, penulis memutuskan untuk magang di perusahaan Erha Store untuk membantu membuat konten-konten dalam upaya meningkatkan brand awareness. Hasil dari magang yang penulis jalani adalah penulis melakukan beberapa aktivitas social media specialist di Erha seperti memberikan ide-ide menarik seputar trend, membuat dan mengedit konten, mengupload konten ke media sosial Erha dan membuat caption yang menarik hingga membuat artikel di website Erha. Aktivitas ini menunjukkan bahwa komunikasi pemasaran dengan menerapkan konsep IMC di berbagai media terutama media sosial melalui content marketing sangatlah penting bagi perusahaan Erha untuk meningkatkan brand awareness. / In the current era of digitalization, many companies have implemented the concept of Integrated Marketing Communication where the concept integrates all parts of the marketing strategy with one unified whole using various media, such as online advertising to social media. Various beauty brands see this opportunity, including Erha's company. This concept makes a company must have a content creator to create content for the product you want to promote. The application of the concept of Integrated Marketing Communication in various social media has an impact on increasing Erha's brand awareness. Moreover, Erha founded PT Erhalogy, which sells personal care products through its subsidiary, Erha Store, is a retailer for these products, so it requires high brand awareness. For this reason, the author decided to do an internship at the Erha Store company to help create content in an effort to increase brand awareness. The result of the internship that the author underwent was that the writer carried out several social media specialist activities at Erha such as providing interesting ideas about trends, creating and editing content, uploading content to Erha's social media and creating interesting captions to creating articles on the Erha website. This activity shows that marketing communication by applying the IMC concept in various media, especially social media through content marketing, is very important for Erha's company to increase brand awareness.

Actions (login required)

View Item