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"[Penelitian ini menelaah fenomena personal branding pada media sosial yang saat ini marak terjadi. Beberapa orang dari kalangan bukan selebritas mampu membangun brand yang kuat pada dirinya sehingga seseorang tersebut menjadi selebritas media sosial. Pada konsep personal branding sendiri apa yang dilakukan pada diri seseorang ditujukan untuk membangun kredibilitas yang baik, sehingga menjadi daya tarik bagi orang lain. Dengan tingginya kredibilitas seseorang, akan berdampak pada kemampuannya menjadi komunikator yang baikpada sebuah iklan, sehingga akan mempengaruhi brand awareness produk yang diiklankan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi, yang menggunakan sosok Andra Alodita sebagai kasus penelitian dan followers Andra Alodita sebagai responden penelitian. Penelitian ini menggunakan 100 orang responden dengan metode pemilihan purposive sampel. Hasil penelitian ini menemukan bahwa terdapat pengaruh yang signifikan dan positif antara personal branding Andra Alodita dengan pembentukan kredibilitas Andra Alodita sebagai seorang endorser. Selain itu juga ditemukan bahwa kredibilitas Andra Alodita sebagai endorser mampu membangun Brand Awareness pada produk Cotton Ink di benak followers akun instagram Andra Alodita.;This research aims to analyze personal branding phenomenon through socialmedia. Many people we have barely known before are able to build their strong personal branding through social media so that they could become famous person. Quite few names appear as social media celebrity with tremendous followers (phrase for people who follow someone’s account). Their success brought them benefit, as advertiser. However, personal branding concept itself is to build good credibility, so they can attract public attention. Better credibility creates better product awareness to the brand product they promote. Based on that background, this research is focused to find link between personalbranding someone has been built to their credibility as an endorser, so it would create brand product awareness. This research using quantitative approachregression analysis method, choosing Andra Alodita as research subject and her followers as respondents. Survey had been spread to 100 respondents using purposive sample method.This research shown significant and positive link between Andra Alodita’s personal branding and her credibility as a product endorser. Thus, her credibility positively create product awareness (Cotton Ink brand in this research) in her followers’ mind., This research aims to analyze personal branding phenomenon through socialmedia. Many people we have barely known before are able to build their strongpersonal branding through social media so that they could become famousperson. Quite few names appear as social media celebrity with tremendousfollowers (phrase for people who follow someone’s account). Their successbrought them benefit, as advertiser. However, personal branding concept itself isto build good credibility, so they can attract public attention. Better credibilitycreates better product awareness to the brand product they promote.Based on that background, this research is focused to find link between personalbranding someone has been built to their credibility as an endorser, so it wouldcreate brand product awareness. This research using quantitative approachregressionanalysis method, choosing Andra Alodita as research subject and herfollowers as respondents. Survey had been spread to 100 respondents usingpurposive sample method.This research shown significant and positive link between Andra Alodita’spersonal branding and her credibility as a product endorser. Thus, her credibilitypositively create product awareness (Cotton Ink brand in this research) in herfollowers’ mind]"

"ABSTRAKTesis ini membahas tentang membangun suatu merek pada Usaha Mikro Kecil dan Menengah (UMKM) Vit Fresh yang sejalan dengan tujuan utamanya yakni produknya dapat memasuki jalur distribusi pasar ritel modern di Kem Chicks Jakarta. Produk yang berada dalam display ritel modern akan dikelompokkan berdasarkan jenis yang sama. Hal ini membuat peta pesaing semakin banyak. Oleh karena itu, diperlukan pengembangan brand identity sebagai identitas merek yang menjadi pembeda diantara pesaing lainnya. Brand identity digunakan sebagai salah satu bentuk komunikasi pemasaran yang dapat merangkum pesan yang disampaikan oleh perusahaan kepada segmen pasarnya. Melalui komunikasi pemasaran, perusahaan juga dapat membangun brand awareness di benak segmen pasarnya.

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ABSTRACT

This thesis discusses building a brand of Small to Medium Enterprise (SME) Vit Fresh with a main goal of their product entering the modern retail market distribution channels in Kem Chicks Jakarta. Display products that are in the modern retail will be grouped based on the same characteristics. This is to increase the number of competitors. Therefore, there is a need of developing a brand identity to create differences from the other competitors. Brand identity is used as a form of marketing communication that can encapsulate the message delivered by the company to the market segment. Through marketing communication, the company can also build brand awareness in the minds of its market segment."

"AbstrakBranding memiliki posisi sentral pada perkembangan pemasaran politik dewasa ini. Penelitian ini membahas pembentukan brand politik partai baru, yakni upaya menjual produk politik kepada target pemilih-nya. Penelitian bersifat kualitatif menggunakan metode studi kasus, dengan basis kerangka utama pemasaran politik model orientasi Product-Sales-Market Lees-Marshment, 2001. Kesimpulan dari penelitian ini, partai baru Perindo menerapkan fungsi riset pasar model MOP bukan untuk menentukan disain produk, tetapi bertujuan merumuskan strategi komunikasi efektif bagi brand politik partai. Perindo menampilkan branding kompetensi ekonomi sehingga menjadi alternatif partai yang lepas dari stigma negatif partai mapan. Implikasi studi memperlihatkan penerapan model orientasi berbasis market oleh partai bersifat kontekstual.

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Branding has a central positions in the study of political marketing nowadays. This research determines the new political party in Indonesia and how they effort to make their own political branding to be recognize and well known by the public, by selling their political product to the target market or potential voter. The study is qualitative research using the case study methods, the main framework are based on the model of political marketing of Product Sales Market orientation Lees Marshment, 2001.

The result is, new political party Perindo implementing the function of market intelligence from the MOP models, to create an effective communication strategy for the party rsquo s political brand, instead to make product design. Perindo focusing their branding on the party rsquo s competence to bring the solution of economy problem. This economy competence made Perindo become an alternative that release from the negative stigma of political parties, that tend to exist in the society. The study also showed the implementation of market based orientation are contextual. "

"Tesis ini membahas mengenai pengaruh personal branding dalam social media serta pengaruh keduanya terhadap minat beli konsumen. Penelitian ini menggunakan paradigma positivistik dengan pendekatan kuantitatif bersifat eksplanatif dan metodologi yang digunakan melalui survey. Responden dalam penelitian ini adalah follower dari Twitter Ippho Santosa sejumlah 199 orang. Metode analisa data dilakukan dengan analisa statistik deskriptif dan regresi linier untuk membuktikan hipotesa dalam penelitian ini. Hasil penelitian menunjukan bahwa personal branding dalam social media berpengaruh terhadap brand awareness, dan keduanya mempunyai pengaruh terhadap minat beli konsumen.

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This research discusses the effect of personal branding on social media and brand awareness to consumer buying interest. This research uses positivistic paradigm with quantitative explanatory approach and using survey as a research method.The respondents are followers of Ippho Santosa Twitter amounted 199 people. Method of data analysis was done with descriptive statistical analysis and linear regression to prove the hypothesis in this study. The result show that personal branding on social media affect brand awareness, and both also have effect on consumer buying interest. "

"Penelitian ini meneliti tentang faktor-faktor yang mempengaruhi strategi co-branding antara entitas komersial dengan entitas non-profit. Pada satu sisi entitas komersial ingin mendapatkan citra positif entitas non-profit, disisi lain entitas non-profit membutuhkan pendanaan. Kerjasama antara kedua entitas dapat menguntungkan, namun karena tidak semua strategi dapat berjalan sesuai dengan rencana begitu pula strategi co-branding tidak selamanya efektif malah dapat menimbulkan risiko bagi citra suatu merek. Penelitian ini menemukan bahwa familiaritas konsumen terhadap suatu merek bukan berarti akan menimbulkan penilaian positif terhadap aliansi merek yang dilakukan.

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This study examines the factors that influence the strategy of co-branding between commercial entities with non-profit entities. The commercial entities wants to obtain a positive brand image of non-profit entities, vice versa the nonprofit entities in need of funding. The cooperation between the two entities can be profitable, but not all strategies can be implemented as planned as did co-branding strategy is not always effective even may pose a risk to the image of a brand. This study found that the consumers brand familiarity does not mean that will lead to a positive assessment of the brand alliance evaluation."

"Persaingan informasi dalam aktivitas promosi menjadi semakin jelas wujudnya serta semakin tipis batasannya. Teori dan praktek yang terjadi di sektor informasi terbukti dapat berjalan seiring dengan perkembangan teknologi. Efektivitas sarana promosi diukur sama-sama dengan perangkat instrumen yang sama. Penunjukkan responden sebanyak 90 yang termasuk konsumen potensial dari FPDSavills. Penunjukkan sampel didasarkan pada metode acak bertujuan dengan dasar pertimbangan segi kepraktisan dan kendala waktu yang ada. Untuk menganalisa kebijakan bauran promosi di FPDSavills dan proses pelayanan jasa pemasaran Apartemen Plaza Senayan terhadap Brand Awareness konsumen, dipakai metode deskriptif dan korelasional dengan regresi sederhana, korelasi sederhana dan berganda. Dari hasil penelitian didapat bahwa secara deskriptif bauran promosi dan pelayanan ada pengaruh terhadap brand awareness. Dengan metode korelasi didapat koefisien korelasi dari bauran promosi lebih rendah dari koefisien korelasi dari variabel pelayanan. 1.2 (koefisien determinasi) menyarankan bahwa semakin tinggi koefisien determinasi berarti total variance dari variabel dependent dapat dijelaskan dan variabel independent menjelaskan adanya proporsi yang tinggi pada variabel dependent. Dengan analisa teknik regresi sederhana, maka pelayanan memberikan kontribusi yang besar dibandingkan dengan bauran promosi terhadap brand awareness. Lebih lanjut, bauran promosi dan pelayanan mempunyai pengaruh yang positif dan signifikan terhadap brand awareness konsumen in Apartemen Plaza Senayan. Bauran promosi dan pelayanan juga mempunyai pengaruh positif dan signifikan terhadap brand awareness dengan menggunakan uji signifikansi dan didapat bahwa ada pengaruh positif dan signifikan dari semua variabel terhadap variabel dependent, dengan demikian hipotesis bahwa Bauran Promosi dan Pelayanan mempunyai pengaruh positif terhadap Brand Awareness konsumen dapat diterima. Dengan demikian, berdasarkan penelitian ini, bauran promosi harus lebih ditingkatkan lagi, kualitas pelayanan dapat juga ditingkatkan lagi untuk membuat konsumen puas dan lebih menarik serta secara komprehensif.

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The Influence of Promotional Mix and Service toward Brand Awareness (Case Study Marketing Service in Plaza Senayan Apartment)Information competitions in promotional activities become very clear and no more compromises in its limit. What was happened in theory and practice, in information sector, they flow together with the technology development. The effectiveness of promotion tools are all reflected and measured with same instrument tools. The chosen respondent of 90 people which include the potential consumer from FPDSavills. The appointed sample is based on random sampling which aim to considerate the effectiveness and the time efficiency.

In order to analyze the promotional mix in FPDSavills and the marketing service process in Plaza Senayan Apartment toward consumer's Brand Awareness, descriptive method is used and correlation with simple regression, simple and multiple correlation .

The final result of this research, descriptively, promotional mix and service have influence toward brand awareness. With correlation method, the elation coefficient of promotional mix is lower than correlation coefficient of service. r2 suggest that the higher coefficient determination means that total variance of dependent variable explained and Independent variables explain high proportion of variance within the dependent variable. With simple regression technique, promotional mix and service, give positive contribution and significance to brand awareness. Furthermore, promotional mix and service have positive influence toward consumer's brand awareness in Plaza Senayan Apartment.

Promotional mix and service also have positive influence and significance to consumer's brand awareness using significance test and that there is positive influence and significance from all variable toward dependent variable, therefore the hypothesis can be accepted. Furthermore, based on this research promotional mix should be advanced, service quality can be more upgrade to satisfy and make consumer more attracted comprehensively."

"Tugas akhir ini membahas implementasi event Yahoo Messenger Jenis penelitian menggunakan kualitatif deskriptif dengan metode studi kasus pengumpulan data didapatkan dengan teknik interaktif dan noninteraktif Kesimpulan menunjukan implementasi event terorganisir dengan baik Event dapat menciptakan brand awareness pada Yahoo Indonesia khususnya Yahoo Messenger Kesimpulan juga menunjukan beberapa hambatan yaitu bagaimana menarik pengunjung untuk datang bagaimana membuat mekanisme download gangguan koneksi internet dan pengunjung tidak membawa device yang memadai Kesimpulan menunjukan solusi dari hambatan tersebut yaitu melibatkan artis menyediakan hadiah mekanisme download yang mudah menyiapkan modem untuk koneksi internet dan tim mengajarkan cara download pada pengunjung yang tidak bawa device memadai.

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This research focuses on event marketing rsquo s implementation by Yahoo Type of this research is descriptive qualitative using case study method while the data collection obtained by interactive and non interactive technique The result shown the event was conducted with well organized This event also succeeded in created brand awareness It stated there were several constraints which were how to attract the audience to come how to make a mechanism for download internet connection interference and no compatible device carried by audiences The last result shown the solution which were involved artists provided presents setting an easy mechanism for download prepared an adequate modem and team taught how to download "

"[Analisis Situasi 1.Selama 5 tahun berdiri, Leo Club Jakarta Cosmoteens (LJCT) masih kurang dikenal oleh khalayak sasarannya (masyarakat Jakarta usia 18-23 tahun)2. Kegiatan yang diusung LJCT saat ini cenderung pengumpulan donasi yang sifatnya jangka pendek, bukan pemberdayaan yang bisa bersifat jangka panjang3.Di sisi lain, tingkat kebakaran di Jakarta merupakan kasus bencana tertinggi. Namun pemahaman masyarakat terhadap penanganan bencana rendah.4. Perlunya edukasi dan sosialisasi bagi masyarakat yang tinggal di daerah rawan bencana kebakaran di Jakarta tentang pencegahan dan penaggulangan kebakaranPernyataan MasalahBagaimana LJCT bisa lebih dikenal masyarakat dan disaat yang bersamaan dapat mengedukasi masyarakat yang tinggal di wilayah rawan bencana kebakaran tentang pencegahan dan penanggulangan bencana kebakaran?SolusiMembuat program special event: 1. Training of Trainers: ROAR! Leo JKT #fightJKTfire 2. Training: KE.LA.KAR – Kenal. Lawan. Kebakaran. 3. Festival: Cosmo Day: Jakarta Free Fire Festival 4. Publikasi melalui twitter, poster, flyer, umbul- umbul dan rilis kepada media masaTujuan ProgramTujuan Program TOT: 1. Mengedukasi peserta TOT (36 anggota dari 9 Loe Club di Leo Distrik 307 A1 yang berada di Jakarta) perihal bencana kebakaran 2. Mempersiapkan para peserta TOT sebagai trainer tentang bencana kebakaran kepada khalayak sasaran yang tinggal di wilayah rawan bencana kebakaranTujuan Program Training: 1. Mengedukasi khalayak sasaran yang tinggal di wilayah rawan bencana kebakaran perihal bencana kebakaran 2. Menjadikan khalayak sasaran yang tinggal di wilayah rawan bencana kebakaran menjadi tanggap terhadap bencana kebakaran 3. Sarana penyaluran semangat melayani masyarakat sebagai nilai yang sangat dijunjung oleh Leo ClubTujuan Program Festival: 1. Membentuk brand awareness kepada khalayak yang lebih luas terhadap LJCT sebagai oraganisasi pelayananmasyarakat yang peduli dengan isu bencana di Jakarta 2. Menjadi pembaharuan bagi LJCT dalam mengadakan special event dengan bentuk berbeda dari biasanya (bukan mengumpulkan dana sumbangan, melainkan mengedukasi khalayak.) 3. Menutup rangkaian program special event pemberdayaan khalayak perihal bencana kebakaran di Jakarta.Khalayak SasaranKhalayak sasaran (bagi program TOT) 1. Empat orang perwakilan dari sembilan Leo Club dari Leo Distrik 307 A1 yang berada di Jakarta 2. Laki-laki dan perempuan usia18-23 tahun 3. SES A-B 4. Berdomisili di JakartaKhalayak sasaran (bagi program training) : 1. 180 orang taruna remaja di sembilan wilayah rawan bencana kebakaran di Jakarta 2. Laki-laki dan perempuan usia 15-22 tahun 3. SES C-DKhalayak Sekunder: 1. Masyarakat Jakarta 2. Laki-laki dan perempuan usia 15-25 tahun 3. SES A-DPesan Kunci1. LJCT sadar akan rawannya bencana kebakaran yang terjadi di Jakarta2. LJCT peduli pada upaya edukasi perihal bencana kebakaran terhadap khalayak yang tinggal di wilayah rawan bencana kebakaranJadwal ProgramJuli-Desember 2014Tempat PelaksanaanTOT: Erema Village, Cisarua, Puncak. Training: Kantor kelurahan masing-masing wilayah Festival: Kawasan Kota TuaKerangka EvaluasiTahap evaluasi dilakukan untuk mengukur keberhasilan suatu program yang sudah dijalankan dengan metode pengamatan langsung dan survei.Total AnggaranRp. 243.681.000,-;Situation Analysis1. During the 5 years of existence, Leo Club Jakarta Cosmo Teens (LJCT) still unknown by their target audience (people aged 18-23 years old live in Jakarta)2. LJCT tend to present short term activity such as fundraising events, not long term activity such as empowering events3. In the other side, fire disaster is the highest case occured in Jakarta4. Necessity of education and socialization for people in Jakarta on fire in JakartaProblem StatementHow to make LJCT known by their public and in the same time educate public who lived in disaster-proned areas of fireSolutionMaking special events: 1. Training of Trainers: ROAR! Leo JKT #fightJKTfire 2. Training: KE.LA.KAR – Kenal. Lawan. Kebakaran. 3. Festival: Cosmo Day: Jakarta Free Fire Festival 4. Twitter, poster, flyer, banner publication and alsopress release for mediaProgram GoalsFor TOT Program: 1. Educate the TOT participants (36 members from 9Loe Club in Leo District 307 A1 in Jakarta)regarding fire disaster 2. Prepare the TOT participants as trainers of firedisaster to target audiences who live in fire disaster-prone areasFor Training Program: 1. Educate target audiences who live in fire disaster-prone areas regarding fire disaster 2. Make the target audience who live in fire disaster-prone areas be responsive to the fire disaster 3. Actualizing Leo Club’s social service spiritFor Festival Program: 1. Forming brand awareness to a wider audience ofLJCT as community service based organizationsconcerned with disaster issues in Jakarta 2. Being a renewal for the LJCT performed a special event with a different shape than usual (not collecting donations of funds, but rather to educatethe audience.) 3. Concluding the public empowerment special eventprogram about fire disaster in Jakarta.Target MarketFor TOT:1. 2. 3.Four delegates from 9 Leo Clubs in Jakarta Male and Female aged 18-23 years old SES A-B4. Live in Jakarta For training:1. 180 youths from fire-prone areas Youth Club 2. Male and female aged 15-22 years old 3. SES C-DSecondary: 1. Jakarta Community 2. Male and female aged 15-25 years old 3. SES A-DKey Message1. LJCT awares of the fragility of the fire disaster that occurred in Jakarta2. LJCT concerns to do an effort to educate the public about fire disaster living in disaster-prone areas of fireProgram ScheduleJuy-December 2014Program VenueTOT: Erema Village, Cisarua, Puncak Training: 9 fire-prone villages office Festival: Kota TuaDesign of Outcome EvaluationEvaluation and review should be done to measure the effectiveness and successfulness of the program through direct observation and surveyTotal BudgetRp. 243.681.000,-;Situation Analysis1. During the 5 years of existence, Leo Club Jakarta Cosmo Teens (LJCT) still unknown by their target audience (people aged 18-23 years old live in Jakarta)2. LJCT tend to present short term activity such as fundraising events, not long term activity such as empowering events3. In the other side, fire disaster is the highest case occured in Jakarta4. Necessity of education and socialization for people in Jakarta on fire in JakartaProblem StatementHow to make LJCT known by their public and in the same time educate public who lived in disaster-proned areas of fireSolutionMaking special events: 1. Training of Trainers: ROAR! Leo JKT #fightJKTfire 2. Training: KE.LA.KAR – Kenal. Lawan. Kebakaran. 3. Festival: Cosmo Day: Jakarta Free Fire Festival 4. Twitter, poster, flyer, banner publication and alsopress release for mediaProgram GoalsFor TOT Program: 1. Educate the TOT participants (36 members from 9Loe Club in Leo District 307 A1 in Jakarta)regarding fire disaster 2. Prepare the TOT participants as trainers of firedisaster to target audiences who live in fire disaster-prone areasFor Training Program: 1. Educate target audiences who live in fire disaster-prone areas regarding fire disaster 2. Make the target audience who live in fire disaster-prone areas be responsive to the fire disaster 3. Actualizing Leo Club’s social service spiritFor Festival Program: 1. Forming brand awareness to a wider audience ofLJCT as community service based organizationsconcerned with disaster issues in Jakarta 2. Being a renewal for the LJCT performed a special event with a different shape than usual (not collecting donations of funds, but rather to educatethe audience.) 3. Concluding the public empowerment special eventprogram about fire disaster in Jakarta.Target MarketFor TOT:1. 2. 3.Four delegates from 9 Leo Clubs in Jakarta Male and Female aged 18-23 years old SES A-B4. Live in Jakarta For training:1. 180 youths from fire-prone areas Youth Club 2. Male and female aged 15-22 years old 3. SES C-DSecondary: 1. Jakarta Community 2. Male and female aged 15-25 years old 3. SES A-DKey Message1. LJCT awares of the fragility of the fire disaster that occurred in Jakarta2. LJCT concerns to do an effort to educate the public about fire disaster living in disaster-prone areas of fireProgram ScheduleJuy-December 2014Program VenueTOT: Erema Village, Cisarua, Puncak Training: 9 fire-prone villages office Festival: Kota TuaDesign of Outcome EvaluationEvaluation and review should be done to measure the effectiveness and successfulness of the program through direct observation and surveyTotal BudgetRp. 243.681.000,-, Situation Analysis1. During the 5 years of existence, Leo Club Jakarta Cosmo Teens (LJCT) still unknown by their target audience (people aged 18-23 years old live in Jakarta)2. LJCT tend to present short term activity such as fundraising events, not long term activity such as empowering events3. In the other side, fire disaster is the highest case occured in Jakarta4. Necessity of education and socialization for people in Jakarta on fire in JakartaProblem StatementHow to make LJCT known by their public and in the same time educate public who lived in disaster-proned areas of fireSolutionMaking special events: 1. Training of Trainers: ROAR! Leo JKT #fightJKTfire 2. Training: KE.LA.KAR – Kenal. Lawan. Kebakaran. 3. Festival: Cosmo Day: Jakarta Free Fire Festival 4. Twitter, poster, flyer, banner publication and alsopress release for mediaProgram GoalsFor TOT Program: 1. Educate the TOT participants (36 members from 9Loe Club in Leo District 307 A1 in Jakarta)regarding fire disaster 2. Prepare the TOT participants as trainers of firedisaster to target audiences who live in fire disaster-prone areasFor Training Program: 1. Educate target audiences who live in fire disaster-prone areas regarding fire disaster 2. Make the target audience who live in fire disaster-prone areas be responsive to the fire disaster 3. Actualizing Leo Club’s social service spiritFor Festival Program: 1. Forming brand awareness to a wider audience ofLJCT as community service based organizationsconcerned with disaster issues in Jakarta 2. Being a renewal for the LJCT performed a special event with a different shape than usual (not collecting donations of funds, but rather to educatethe audience.) 3. Concluding the public empowerment special eventprogram about fire disaster in Jakarta.Target MarketFor TOT:1. 2. 3.Four delegates from 9 Leo Clubs in Jakarta Male and Female aged 18-23 years old SES A-B4. Live in Jakarta For training:1. 180 youths from fire-prone areas Youth Club 2. Male and female aged 15-22 years old 3. SES C-DSecondary: 1. Jakarta Community 2. Male and female aged 15-25 years old 3. SES A-DKey Message1. LJCT awares of the fragility of the fire disaster that occurred in Jakarta2. LJCT concerns to do an effort to educate the public about fire disaster living in disaster-prone areas of fireProgram ScheduleJuy-December 2014Program VenueTOT: Erema Village, Cisarua, Puncak Training: 9 fire-prone villages office Festival: Kota TuaDesign of Outcome EvaluationEvaluation and review should be done to measure the effectiveness and successfulness of the program through direct observation and surveyTotal BudgetRp. 243.681.000,-]"

"ABSTRAKTesis ini membahas tentang upaya membangun suatu kesadaran merek pada Usaha Mikro Kecil dan Menengah (UMKM) Bakso 2 Nyonya yang sejalan dengan tujuan utamanya yakni agar mereknya dapat lebih dikenal di masyarakat. Bakso 2 Nyonya menggunakan strategi biaya rendah dalam operasionalnya yang membuat pembangunan kesadaran merek kepada masyarakat lebih berfokus pada hal-hal yang tidak banyak mengeluarkan biaya serta efisien. Melalui pemasaran dengan penetrasi internet, perusahaan dapat membangun kesadaran merek Bakso 2 Nyonya di segmen pasar yang ingin diraihnya.

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ABSTRACT

This thesis discusses the effort to build a brand awareness of a Micro Small and Medium Enterprises (MSME) Bakso 2 Nyonya with a main goal that the brand will be better known in the community. Bakso 2 Nyonya is using low cost strategies in its operations that make building brand awareness to the community is more focused on things that do not spend a lot of cost and efficiency. Through marketing with internet penetration, the company can build brand awareness in its market segment."