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Ditemukan 108162 dokumen yang sesuai dengan query
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Lubis, Arandarga
Click bait : iklan palsu di konten konsumen = Click bait : false advertising in consumer generated content
"ABSTRAK
Ketika iklan palsu digunakan dalam konten konsumen yang dihasilkan untuk keuntunganpribadi, ada proses bagaimana fenomena ini terjadi. Dengan kemudahan akses terhadapmedia sosial, untuk memahami proses ini sangatlah penting. Dibangun dari teori Signaling,diusulkan melalui diagram konseptual yang strategi iklan, sinyal merek, dan risiko yangdirasakan memainkan ulasan peran masing-masing untuk menentukan utilitas konsumendiharapkan. Implikasi dari proposisi meluas terhadap aspek psikologis dan kurangnyaliteratur pemasaran.
ABSTRACT
When false advertising is used within consumer generated content for personal gain,there is a process of how this phenomenon occurs. With the ease of access towards socialmedia, understanding this process is important. Constructed from Signaling theory, it isproposed through a conceptual diagram that advertising strategies, brand signals, andperceived risks plays their respective roles to determined expected consumers rsquo utility. Theimplication of the proposition extends towards psychological aspect and lack of marketingliterature."
Fakultas Eknonomi dan Bisnis Universitas Indonesia, 2017
MK-pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Raka Dammi Islamianto
Analisis perilaku konsumen terhadap element Marketing Mix dalam fenomena mobil "Sejuta Umat" di Indonesia : Studi kasus mobil merek Toyota Avanza = Analysis of consumer behavior against element of Marketing Mix in the phenomenon of the car "a Million People" in Indonesia : A study about brand Toyota Avanza
"[ ABSTRAK
Ketatnya persaingan dunia otomotif di Indonesia, memaksa para produsen untuk
mengeluarkan inovasi produknya. Dalam persaingan tersebut, ternyata mobil LMPV
tetap menjadi kategori mobil yang paling diminati oleh masyarakat Indonesia.
Fenomena ini ternyata membuat para produsen di bidang otomotif mengambil
spekulasi untuk terjun ke dalam persaingan mobil kelas LMPV tersebut. Toyota
merupakan pionir mobil di kelas LMPV dengan produknya Toyota Avanza.
Walaupun kini Toyota Avanza memiliki banyak kompetitor di kelasnya, angka
penjualan produk ini masih menduduki posisi teratas. Alasan Toyota Avanza
menduduki posisi teratas karena memperhatikan elemen-elemen marketing mix
seperti produk, harga, tempat/keterjangkauan, dan promosi. Keempat elemen
marketing mix tersebut dapat mempengaruhi keputusan pembelian konsumen.;
ABSTRACT
The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers., The tight competition of automotive market in Indonesia forces the producexrs to
create innovation in their product. In that competition, LMVP cars are still the most
attractive cars for Indonesian society. This phenomena pushes the car producers to
start entering the LMVP class. Toyota is the pioneer in the LMVP class with the
Toyota Avanza. Although now Avanza has a lot of competition they are still on top
above than the other competitors. The reason why Avanza is on top because it takes
into consideration elements of mix marketing such as product, price, place and
promotion. Those four elements can influence the decision making of consumers.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Lowndes, Douglas
Marketing : the uses of advertising / by Douglas Lowndes
Oxford: Pergamon Press , 1969
659.01 LOW m
Buku Teks SO  Universitas Indonesia Library
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Emmanuela Kanya Majesta
Perbandingan pengaruh konten media sosial pada awareness = Comparison of effects of different social media contents on awareness
"Dalam hal periklanan atau pemasaran, konsumen masa kini diketahui sudah lebih skeptis terhadap iklan atau pesan pemasaran dengan media tradisional seperti TV, majalah, radio, dan lain lain. Sebagai akibatnya, bisnis-bisnis mulai beralih ke media sosial untuk menyampaikan pesan pemasaran. Saat ini, banyak akun bisnis di media sosial yang mulai menggunakan gaya bahasa yang lebih santai dan kasual, layaknya bahasa sehari-hari, dengan tujuan untuk berinteraksi lebih akrab dengan konsumen mereka. Penelitian ini bertujuan untuk melihat pengaruh dari penggunaan jenis konten pada media sosial sebuah merek ke awareness. Oleh karena itu, profil media sosial dua merek yang berbeda dijadikan objek penelitian. Responden pada penelitian ini berjumlah 420 orang, yang dibagi menjadi dua grup sama rata. Grup pertama diberi stimulus profil media sosial dengan konten informal, dan grup kedua diberi stimulus profil media sosial dengan konten lebih formal. Variabel yang diuji pengaruhnya pada awareness adalah emotional brand attachment responden terhadap konten media sosial dua merek tersebut. Hasil penelitian menunjukkan bahwa emotional brand attachment tidak dapat secara langsung mempengaruhi awareness. Ada variabel mediasi yang berperan penting dalam menjembatani emotional brand attachment dan awareness, yaitu brand credibility. Implikasi manajerial untuk perusahaan-perusahaan yang sedang mengembangkan media sosial bisnis mereka adalah bahwa meningkatkan kesadaran merek melalui media sosial sebaiknya dengan cara membuat konsumen berpersepsi bahwa merek tersebut kredibel dan terpercaya.
Regarding advertising and marketing, the consumers of today's society are known to be more skeptical towards advertisements and marketing messages from traditional media such as TV, magazines, radio, etc. To cater to that, businesses recently are starting to utilize social media to convey marketing messages. Nowadays, there is a trend of businesses' social media accounts utilizing casual every day language and content, which purpose is to be able to reach and connect with their consumers better. The purpose of this research is to examine the influence of different types of a brand's social media content towards awareness. Therefore, the objects of this research are the social media profiles of two different brands. A total of 420 respondents are split into two equal groups. The first group is given a social media page that applies a more informal content and the second group is given another that applies a more formal content. The variable to be tested for an influence towards awareness is the emotional brand attachment of the respondents towards the contents of the two social media pages. Results show that emotional brand attachment by itself is unable to directly influence awareness. There is an important variable that bridges emotional brand attachment and awareness, which is brand credibility. The managerial implication from this research, especially for companies trying to improve their social media strategies, is that shaping brand awareness through social media must be done through shaping the consumers' perception that the brand is credible and trustworthy, because liking, or being attached to the brands' contents is not enough."
Depok: Universitas Indonesia, 2019
T54669
UI - Tesis Membership  Universitas Indonesia Library
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Meidisa Putri
Pengaruh celebrity endorsement terhadap consumer purchase decision = Impact of celebrity endorsement to consumer purchase decision / Meidisa Putri
"[ ABSTRAK
Industri fesyen adalah industri yang terus berkembang dengan banyak sekali brand yang terus bermunculan. Persaingan di industri fesyen menjadi semakin ketat yang membuat brand menjadi lebih berinovasi demi mempertahankan keeksistensisannya di industri tersebut. Salah satu strategi pemasaran yang banyak digunakan adalah Celebrity Endorsement. Celebrity Endorsement pada awalnya digunakan oleh luxury brand lalu saat ini brand mainstream pun banyak yang menggunakannya. H&M dan Topshop merupakan dua dari fashion retailer internasional yang melakukan Celebrity Endorsement dan meraih kesuksesan karena berhasil mempengaruhi keputusan pembelian konsumen. Jurnal tersebut akan menganalisa penggunaan celebrity endorsement dan pengaruhnya terhadap keputusan pembelian konsumen.
ABSTRACT
Fashion is a growing industry with a lot of emerging brands. The industry is getting more competitive hence requires fashion brands to be innovative to maintain its existence. One of the marketing strategy used is Celebrity Endorsement. Celebrity endorsement was initially used by luxury brands, but then high-street fashion retail also use this strategy. Topshop and H&M are the two brands that use Celebrity Endorsement. Celebrity Endorsement of Topshop and H&M was proved to be successful in affecting consumer purchase decision. This paper will analyse the use of celebrity endorsement and its impact towards consumer purchase decision., Fashion is a growing industry with a lot of emerging brands. The industry is getting more competitive hence requires fashion brands to be innovative to maintain its existence. One of the marketing strategy used is Celebrity Endorsement. Celebrity endorsement was initially used by luxury brands, but then high-street fashion retail also use this strategy. Topshop and H&M are the two brands that use Celebrity Endorsement. Celebrity Endorsement of Topshop and H&M was proved to be successful in affecting consumer purchase decision. This paper will analyse the use of celebrity endorsement and its impact towards consumer purchase decision.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Risyafli Suryohadiprojo
Manajemen hubungan pelanggan di Lotus Andalan Sekuritas = Customer Relation Management in Lotus Andalan Sekuritas
"

  Manusia telah melakukan perdagangan untuk waktu yang lama. Saat ini komoditas yang diperdagangkan bervariasi dari kebutuhan sehari-hari hingga kebutuhan masa depan. Perdagangan saham telah menjadi kegiatan penting sekarang karena banyak negara memberikan fasilitas untuk mengembangkan perdagangan.  Semakin banyak orang memperdagangkan saham dan ini telah menciptakan peluang bisnis baru.  

  Perusahaan sekuritas didirikan untuk memenuhi kebutuhan orang-orang dalam perdagangan saham. Ada banyak hal yang terlibat dalam menjalankan perusahaan sekuritas dengan baik.  Salah satu kontributor utama adalah kegiatan pemasaran. Untuk magang karena minat dalam kegiatan pemasaran perusahaan, penulis memandang bahwa untuk menjadi orang pemasaran yang baik, seseorang harus benar-benar memiliki pengetahuan tentang manajemen pemasaran.  Selain itu, orang juga harus tahu bagaimana melakukan prosedur pemasaran, memahami manajemen hubungan pelanggan perusahaan dan bagaimana perusahaan mengelola hubungannya di antara mereka.  

  Tujuan dari penelitian ini adalah untuk melihat pengaruh orang pemasaran atau marketeers di perusahaan sekuritas.  Dalam penelitian ini, saya ingin melihat bagaimana perusahaan menangani hubungan mereka dengan pelanggan mereka (perusahaan lain atau pelanggan individu).  Penjelasan lebih lanjut, saran dan implikasi juga akan dibahas nanti dalam makalah ini.

 

  Human has been doing trading for a long time. Nowadays the commodities that are traded vary from everyday’s needs to future needs. Trading stocks has been an important activity now as many countries give facilities to develop the trade. More and more people trade stocks and this has created new business opportunities.

 Securities companies are established to cater the needs of people in trading stocks. There are many things involved in running a securities company well. One main contributor is the marketing activities. For the internship due to the interest in the marketing activities of the company, the author viewed that in order to be a good marketing person, one must really have the knowledge regarding marketing management. In addition, one also has to know how to do the procedure of marketing, understand the customer relation management of the company and how the company manages its relation between them.

  The purpose of this research is to see the effect of marketing people or marketeers in a securities company. In this research, I would like to see how the company handle their relationship with their customers (other companies or individual customer). Further explanation, suggestion and implication will also be discussed later in this paper.

"
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
TA-Pdf
UI - Tugas Akhir  Universitas Indonesia Library
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Dwi Putri Diana
Analisis citra iklan produk mentega bermerek Becel di Jerman = Image analysis of margarine's products from Becel branded in Germany
"[ ABSTRAK
Iklan margarin di Jerman memang banyak jenis dan mereknya. Berbagai produsen iklan berlomba-lomba membuat sebuah iklan menjadi semenarik mungkin agar dapat diterima di kalangan masyarakat. Seperti halnya produsen margarin bermerek Becel juga mebuat iklan sedemikian rupa sehingga iklan tersebut dikenal oleh masyarakat luas dengan ciri khasnya. Ciri khas ini kemudian yang disebut sebagai citra yang sengaja maupun tidak sengaja ditimbulkan dari komposisi gambar dan kata-kata dalam sebuah iklan. Kata-kata tersebut pastilah mempunyai makna denotatif dan konotatif yang membentuk citra suatu produk. Maka, penelitian ini bertujuan untuk menjelaskan makna dari setiap kata-kata yang terdapat pada unsur-unsur iklan tersebut agar pada akhir penelitian dapat ditarik kesimpulan mengenai citra tersebut. Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang bersumber pada kajian pustaka. Hal yang dianalisis dalam penelitian ini adalah unsur-unsur dalam iklan serta makna denotatif dan konotatif dari kata-kata yang termasuk Höchwörter-Plastikwöter-Schlüsselwörter sehingga dapat ditentukan citra dari sebuah produk. Berdasarkan hasil penelitian, citra yang ingin ditampilkan oleh produsen iklan margarin bermerek Becel adalah mengenai kesehatan tubuh manusia. Walaupun produk tersebut merupakan produk makanan namun keunggulannya bukan hanya soal rasanya melainkan juga kesehatan produknya yang sudah terjamin dapat menurunkan kolesterol meskipun produk tersebut adalah sebuah produk margarin.
ABSTRACTMargarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine.;Margarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine., Margarine advertisement in Germany has a lot of kinds and brands. Every advertising company tries to create their advertisments as interesting as possible to appeal the market. The margarine from Becel branded also creates its advertisment popular with their signatures. Then, these signatures are called as the intentional or unintional image to be showed in pictures or words in advertisment. Those words have certain denotative and connotative meanings which produce the product’s image. Therefore, the purpose of this research is to explain the meaning of each word in all part of the advertisement so we can see how the image is being produced. In this research, the method which is used is qualitative method and as the resource is from literatures as the resource. The concern of this research is to analyze the substances of advertisements and the denotative and connotative meanings of words which is classified as Höchwörter-Plastikwöter-Schlüsselwörter. Therefore, the image of the product can be defined. According to the result of this research, the image which represented by advertising company of Becel branded is about the human health. Although these products are food products, but the advantages are not just a matter of taste but also the health product which is claimed to reduce cholesterol reduce cholesterol even that the product is a product of margarine.]"
Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Fae Dea Adelia
Analisis semiotika pada iklan pariwisata di Youtube "Imagine Your Korea - The Movie" = Semiotics analysis of tourism advertisement on Youtube "Imagine Your Korea - The Movie"
"[ ABSTRAK
Tulisan ini membahas tentang makna dari tanda yang muncul dalam Iklan pariwisata Korea di Youtube
?Imagine Your Korea-The Movie?. Iklan ini adalah bagian dari kampanye global Korea Tourism Organization
yang bertujuan untuk meningkatkan kesadaran target khalayak akan daya tarik pariwisata Korea sehingga dapat
meningkatkan jumlah wisatawan mancanegara. Menggunakan pendekatan Semiotika sebagai metode analisis
oleh Charles Sanders Peirce, makna di balik tanda yang meliputi ikon, indeks, dan simbol diinterpretasi secara
mendalam melalui penjabaran tanda, objek, dan interpretan. Hasil penelitian menunjukkan bahwa setiap tanda
yang muncul dalam iklan tersebut memiliki makna yang berkaitan dengan target khalayak industri pariwisata
Korea, karakteristik warga Korea, ciri khas negara Korea, dan fenomena Korean Wave sebagai daya tarik
pariwisata Korea.
ABSTRACT This paper discusses about the meaning of signs that appear in South Korea?s tourism advertisement on
Youtube ?Imagine Your Korea-The Movie?. This ads is a part of Korea Tourism Organization?s global
campaign which objectives are to increase target audience?s awareness about the attractions of Korea?s tourism
and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the
analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through
the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that
appeared in the ads have meanings that are related to the target audience of Korea?s tourism, the
characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the
attraction of Korea?s tourism., This paper discusses about the meaning of signs that appear in South Korea’s tourism advertisement on
Youtube “Imagine Your Korea-The Movie”. This ads is a part of Korea Tourism Organization’s global
campaign which objectives are to increase target audience’s awareness about the attractions of Korea’s tourism
and to increase the numbers of foreign visitors. Using Semiotics approach by Charles Sanders Peirce as the
analythical method, the meaning behind signs including icons, index, and symbol are deeply interpreted through
the elaboration of signs, objects, and interpretants. The result of the research showed that every signs that
appeared in the ads have meanings that are related to the target audience of Korea’s tourism, the
characteristics of Koreans, the nation characteristics of Korea, and the Korean Wave phenomenon as the
attraction of Korea’s tourism.]"
Fakultas Ilmu Pengetahuan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Felicia Olivia
Pendekatan cross communication dan experiential marketing dalam kampanye Dunkin Donut's flavor radio di Korea Selatan = Cross communication and experiential marketing approaches in Dunkin Donut's flavor radio campaign in South Korea
"[ ABSTRAK
Perkembangan teknologi yang pesat mempengaruhi bidang periklanan. Saat ini, untuk mendapatkan perhatian penuh dari kustomer semakin sulit. Oleh karena itu, diperlukan metode baru untuk menyampaikan pesan kepada kustomer. Cross Communication dan Experiential Marketing adalah contoh metode terbaru yang bisa digunakan untuk meraih perhatian kustomer. Sebuah kampanye bernama “Flavor Radio” yang dilakukan oleh Dunkin’ Donut’s, Seoul, Korea Selatan menggunakan kedua pendekatan tersebut untuk menjual kopi. Berdasarkan latar belakang tersebut, pertanyaan dalam penulisan ini adalah bagaimana Cross Communication dan Experiential Marketing diterapkan dalam kampanye “Flavor Radio”. Metode pengumpulan data yang digunakan adalah pengumpulan data sekunder yang didapatkan dari internet. Hasil analisis dalam tulisan ini menunjukkan bahwa dengan mengaplikasikan dua pendekatan baru tersebut, kampanye telah dieksekusi dengan baik dan juga sukses meningkatkan pengunjung dan penjualan toko.
ABSTRACTThe fast delovepment of technology is affecting the advertisng world. To get attention from today customer is getting harder. Therefore, new method is needed to approach the customer. Two of the newest ways to approch the target are Cross Communication and Experiential Marketing. A campaign held by Dunkin Donut’s, Seoul, South Korea, named “Flavor Radio” used these approaches to sell coffee. Based on that case, the question is how Cross Communication and Experiential Marketing was applied in “Flavor Radio”. The data collecting method that is used was collecting secondary data from the internet. The analysis shows that by applying those two new approaches, the campaign was well-executed while succesfully attracted more visitor to the store and raised the sales.;The fast delovepment of technology is affecting the advertisng world. To get attention from today customer is getting harder. Therefore, new method is needed to approach the customer. Two of the newest ways to approch the target are Cross Communication and Experiential Marketing. A campaign held by Dunkin Donut’s, Seoul, South Korea, named “Flavor Radio” used these approaches to sell coffee. Based on that case, the question is how Cross Communication and Experiential Marketing was applied in “Flavor Radio”. The data collecting method that is used was collecting secondary data from the internet. The analysis shows that by applying those two new approaches, the campaign was well-executed while succesfully attracted more visitor to the store and raised the sales.;The fast delovepment of technology is affecting the advertisng world. To get attention from today customer is getting harder. Therefore, new method is needed to approach the customer. Two of the newest ways to approch the target are Cross Communication and Experiential Marketing. A campaign held by Dunkin Donut’s, Seoul, South Korea, named “Flavor Radio” used these approaches to sell coffee. Based on that case, the question is how Cross Communication and Experiential Marketing was applied in “Flavor Radio”. The data collecting method that is used was collecting secondary data from the internet. The analysis shows that by applying those two new approaches, the campaign was well-executed while succesfully attracted more visitor to the store and raised the sales., The fast delovepment of technology is affecting the advertisng world. To get attention from today customer is getting harder. Therefore, new method is needed to approach the customer. Two of the newest ways to approch the target are Cross Communication and Experiential Marketing. A campaign held by Dunkin Donut’s, Seoul, South Korea, named “Flavor Radio” used these approaches to sell coffee. Based on that case, the question is how Cross Communication and Experiential Marketing was applied in “Flavor Radio”. The data collecting method that is used was collecting secondary data from the internet. The analysis shows that by applying those two new approaches, the campaign was well-executed while succesfully attracted more visitor to the store and raised the sales.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Kintan Ayunda Wisnu Putri
Analisa penggunaan Guerilla Marketing di industri musik (studi kasus peluncuran album Reflektor oleh grup band Arcade Fire) = Analysis on the Guerilla marketing usage in the music industry case study the Launch of Reflektor album by Arcade Fire band
"[ ABSTRAK
Industri musik saat ini sudah merambah ke ranah digital. Perilaku masyarakat terhadap musik pun berubah dimana mereka lebih memilih untuk mengakses musik secara digital daripada secara fisik. Kemudahan tersebut juga berdampak terhadap semakin ketatnya persaingan antar musisi yang membuat munculnya banyak pilihan musik. Dikarenakan hal tersebut, pemain dalam industri musik harus membuat dirinya menonjol diantara pemain lainnya agar dapat bertahan di industri ini. Salah satu caranya adalah dengan menggunakan guerilla marketing yang dapat menangkap perhatian orang-orang dengan memberikan efek surprise agar terjadi diffusion effect dan dengan biaya yang relatif rendah terutama dengan utilisasi media baru sebagai media alternatif. Penggunaan guerilla marketingmerupakan hal yang tidak lazim di Industri musik, namun sebuah grup band yang berasal dari Montreal bernama Arcade Fire mencapai kesuksesan dalam penjualan album barunya, Reflektor, dengan menerapkan guerilla marketinguntuk memasarkan album tersebut. Pihak Arcade Fire mengimplementasi penggunaan guerilla marketing tersebut berdasarkan model marketing A.I.D.A dan memanfaatkan media baru. Melalui hal ini, hasil akhir yang diharapkan adalah action dari masyarakat berupa pembelian album. Tulisan ini
dibuat untuk menganalisa penggunaan guerilla marketingdengan menggunakan media baru di dalam industri
musik;
ABSTRACTNowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the
music industry., Nowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the
music industry.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2014
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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