Strategi biro jodoh online setipe.com dalam menciptakan brand awareness

Angelica, Clarissa (2015) Strategi biro jodoh online setipe.com dalam menciptakan brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Keanekaragaman, kesibukan, serta kurangnya keberanian dalam perihal berkenalan dengan orang asing merupakan beberapa faktor yang menciptakan adanya kesulitan dalam pencarian jodoh di Indonesia. Dari berbagai masalah inilah muncul berbagai jasa biro jodoh yang bertujuan untuk membantu proses pencarian pasangan hidup. Namun, di Indonesia, stigma buruk masih melekat dengan jasa biro jodoh sehingga tidak banyak masyarakat yang bersedia mendaftarkan dirinya. Namun, Setipe.com, sebuah jasa biro jodoh online yang baru didirikan sejak tahun 2013 berhasil meraih kesuksesan yang cukup tinggi dalam memfasilitasi jutaan perkenalan hingga menghasilkan enam buah pernikahan. Untuk itulah, diperlukan penelitian untuk mengetahui bagaimana strategi Setipe.com sebagai sebuah jasa biro jodoh online dalam menciptakan brand awareness di kalangan masyarakat Indonesia. Penelitian ini menggunakan pendekatan kualitatif dan pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara dan observasi nonpartisipan, serta data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada CEO serta PR & Content Coordinator dari Setipe.com dan juga kepada beberapa pengguna Setipe.com. Hasil penelitian menunjukkan bahwa strategi yang digunakan Setipe.com dalam menciptakan brand awareness mencakup penggunaan celebrity endorser, penggencaran media exposure, penginformasian keunikan Setipe.com, pemanfaatan word of mouth. Namun selain itu, faktor situasional seperti adanya momentum yang tepat juga berperan penting dalam menciptakan brand awareness. / Diversity, hectic life, and shyness in getting acquainted with strangers are some of the factors that create difficulties in searching for partners in Indonesia. For these problems, a number ofonline dating agencies were createdto assist the process of finding a partner. However, in Indonesia, a negative stigma is still attached to matchmaking services that not many people are willing to register themselves. But, Setipe.com, a newly-established online dating agency achieves a success rate in facilitating millions of introductions to producing six weddings. For this reason, a research is needed to determine the strategy executed by Setipe.com as an online dating agency in creating brand awareness. This study uses a qualitative approach and data collection is undertaken through interviews and non-participant observation as sources of primary data, and literature and document study as sources of secondary data. Interviews were conducted with the CEO, PR & Content Coordinator, as well as users of Setipe.com. The results show that the strategies used in creating brand awareness of Setipe.com include the use of celebrity endorser, aggressive media exposure, information about Setipe.com uniqueness, andutilization of word of mouth. But in addition, situational factor such as a right momentum also plays an important role.

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