Peran divisi digital marketing PT Kawan Lama Sejahtera dalam upaya mempertahankan brand loyalty chatime

Berlin, Bianca (2020) Peran divisi digital marketing PT Kawan Lama Sejahtera dalam upaya mempertahankan brand loyalty chatime. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

High consumer interest in food and beverages makes the food and beverage business become top five contributor to GDP (Gross Domestic Product), one of which is bubble drink. The revenue obtained by the bubble beverage business can reach 74 million rupiah from a poll conducted by CNN Indonesia in 2019 through Twitter and Instagram to gain the "wealth" of the bubble beverage business. One of them is Chatime, a bubble drink taken from Taiwan brought to Indonesia by PT Kawan Lama Sejahtera. One of the ways used by Chatime in maintaining consumer brand loyalty is to bring the Digital Marketing division which is an apprentice division doing an internship program. This internship was carried out for 5 months, located at PT Kawan Lama Sejahtera. The intern will only discuss the role of the digital marketing division in maintaining Chatime’s brand loyalty in PT Kawan Lama Sejahtera. PT Kawan Lama Sejahtera has supported 4 of 5 types to maintain the Chatime brand loyalty. From the 5 existing social media marketing strategies, which is content seeding, real-time marketing, interactive blogs, consumer-generated reviews, and viral marketing, PT Kawan Lama Sejahtera has implemented 4 of 5 types to maintain Chatime brand loyalty. / Tingginya minat konsumen terhadap makanan dan minuman membuat bisnis makanan dan minuman menjadi lima penyumbang PDB (Produk Domestik Bruto), salah satunya adalah bubble drink. Pendapatan yang didapatkan bisnis bubble drink dapat mencapai 74 juta rupiah dari polling yang dilakukan oleh CNN Indonesia pada tahun 2019 melalui Twitter dan Instagram untuk menghitung “kekayaan” bisnis bubble drink. Salah satunya adalah Chatime, bubble drink berasal dari Taiwan yang dibawa ke Indonesia oleh PT Kawan Lama Sejahtera. Salah satu cara yang digunakan oleh Chatime dalam mempertahankan brand loyalty konsumen adalah menghadirkan divisi Digital Marketing yang merupakan divisi pemagang melakukan program magang. Kegiatan magang ini dilakukan selama 5 bulan, bertempat di PT Kawan Lama Sejahtera. Pemagang fokus membahas tentang peran divisi digital marketing dalam mempertahankan brand loyalty Chatime di PT Kawan Lama Sejahtera. Dari 5 strategi pemasaran media sosial yang ada yaitu content seeding, real-time marketing, interactive blogs, consumer-generated reviews, dan viral marketing PT Kawan Lama Sejahtera sudah menerapkan 4 dari 5 jenis strategi dalam upaya mempertahankan loyalitas merek Chatime. PT Kawan Lama Sejahtera tidak melakukan startegi viral marketing dalam upaya untuk mempertahankan loyalitas merek Chatime.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Berlin, BiancaNIM00000019633biancaberlin98@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWardaningsih, Agustin DianaNIDN0320057505UNSPECIFIED
Uncontrolled Keywords: digital marketing ; brand loyalty
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 1802 not found.
Date Deposited: 13 Jan 2020 11:42
Last Modified: 14 Jul 2021 04:28
URI: http://repository.uph.edu/id/eprint/6095

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