Strategi Media Promosi E-Scooter XYZ Untuk Meningkatkan Brand Awareness Menggunakan Media Sosial

Alawiddin, Ghibran Neil (2022) Strategi Media Promosi E-Scooter XYZ Untuk Meningkatkan Brand Awareness Menggunakan Media Sosial. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kehadiran merek e-scooter di Indonesia semakin bertambah pesat seiring berjalannya waktu. Persaingan semakin ketat dan kompetitor semakin mempertajam ruang kompetisi dengan menghadirkan produk-produk serupa dan semakin memanfaatkan media sosial untuk meningkatkan eksistensi brand mereka. GESITS (Garansindo Electric Scooter ITS) adalah sepeda motor listrik nasional hasil karya anak bangsa mahasiswa ITS yang diproduksi oleh PT WIKA Industri Manufaktur. Namun, tidak semua masyarakat Indonesia khususnya para pengguna media sosial telah mengetahui merek GESITS. Oleh karena itu, penelitian ini bertujuan untuk meneliti media sosial yang potensial dan merancang strategi pemasaran berbasis media sosial untuk GESITS guna meningkatkan brand awareness. Penelitian ini menggunakan desain penelitian kuantitatif deskriptif. Pengumpulan data dilakukan dengan penyebaran kuesioner online kepada 106 responden sesuai kriteria. Data yang dihimpun kemudian diolah menggunakan analisis crosstab dan hasil tersebut digunakan dalam pembuatan strategi pemasaran media sosial. Hasil dari penelitian ini berupa rancangan kalender media sosial yang berlandaskan hasil analisis dari kuesioner berupa karakteristik responden yaitu didominasi oleh laki-laki dengan rentang usia 24-28 tahun dan media sosial yang potensial yaitu Instagram dan TikTok. Terdapat hasil analisis elemen video yang dapat dijadikan acuan untuk pembuatan video marketing GESITS yaitu visual, spoken word, written word, music & sound effect, color, dan movement.
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The presence of e-scooter brands in Indonesia is growing rapidly over time. Competition is getting tougher and competitors are sharpening the competition space by presenting similar products and increasingly using social media to increase their brand existence. GESITS (Garansindo Electric Scooter ITS) is a national electric motorcycle created by the nation's children of ITS students produced by PT WIKA Industri Manufaktur. However, not all Indonesian people, especially social media users, have known the GESITS brand. Therefore, this study aims to examine potential social media and design a social media-based marketing strategy for GESITS to increase brand awareness. This study uses a descriptive quantitative research design. Data was collected by distributing online questionnaires to 106 respondents according to the criteria. The collected data is then processed using crosstab analysis and the results are used in making social media marketing strategies. The results of this study are in the form of a social media calendar design based on the results of the analysis of the questionnaire in the form of respondents' characteristics, which are dominated by men with an age range of 24-28 years and potential social media, namely Instagram and TikTok. There are video element analysis results that can be used as a reference for making GESITS marketing videos, namely visual, spoken word, written word, music & sound effects, color, and movement.

Item Type:	Thesis (Other)
Additional Information:	RSMB 659.1 Ala s-1 2022
Uncontrolled Keywords:	sosial media marketing, content marketing, brand awareness, e-scooter
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising. H Social Sciences > HF Commerce > HF5843 Outdoor advertising. Billboards. Posters
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	11 Jan 2024 08:00
Last Modified:	11 Jan 2024 08:00
URI:	http://repository.its.ac.id/id/eprint/105458

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