STRATEGI KOMUNIKASI PEMASARAN TIKET.COM DALAM RANGKA MENINGKATKAN BRAND AWARENESS

Fachri Rizki, . (2022) STRATEGI KOMUNIKASI PEMASARAN TIKET.COM DALAM RANGKA MENINGKATKAN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to identify and analyze every marketing communication strategy carried out by tiket.com in increasing brand awareness, especially Generation Z. This type of research is qualitative with descriptive analysis presentation, data collection techniques in this study is done through interviews, observations, and documentation. Interviews were conducted in a semi-structured manner with seven participants including a Campaign Manager, Campaign Specialist, Public Relations Manager, Public Relations Lead, and three tiket.com consumers. Data analysis techniques by reducing data, presenting data, and drawing conclusions. The data validity technique is done through the data triangulation method. In this case, tiket.com uses all marketing communication mix models in its marketing communication strategies, such as Advertising, Sales Promotion, Events and Experiences, Public Relations and Publicity, Interactive Marketing, Direct Marketing, Word-of-mouth marketing, and Personal Sale. However, from the eight marketing communication mix models, tiket.com is done frequently to increase Brand Awareness, namely Advertising, Public Relations & Publicity, and Direct & Interactive Marketing. It is carried out frequently and actively and is deemed to have the most effective impact and has a large enough scope to reach the wider community.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 1810111150] [Pembimbing: Alfatih S. Manggabarani] [Penguji 1: Rosali] [Penguji 2: Miguna Astuti]
Uncontrolled Keywords:	Strategy, Marketing Communications, Marketing Communications Mix, Brand Awareness, Tiket.com
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Fachri Rizki
Date Deposited:	25 Apr 2022 08:35
Last Modified:	25 Apr 2022 08:35
URI:	http://repository.upnvj.ac.id/id/eprint/16959

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