Analisis Pengaruh Bauran Pemasaran Terhadap Kesadaran Dan Loyalitas Merek Pada Studi Kasus Usaha Fashion Lokal Yeppushop

Adawiyah, Rubiatul (2021) Analisis Pengaruh Bauran Pemasaran Terhadap Kesadaran Dan Loyalitas Merek Pada Studi Kasus Usaha Fashion Lokal Yeppushop. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berkembangnya bisnis fashion di Indonesia menyebabkan banyak munculnya usaha fashion dan meningkatkan tingginya persaingan. Hal tersebut juga dialami oleh Yeppushop salah satu usaha kecil menengah yang bergerak di bidang fashion hijab sejak tahun 2014. Yeppushop membutuhkan merek yang kuat dapat menjadi titik kekuatan dan keunggulan kompetitif bagi perusahaan terhadap sasaran pasar mereka. Untuk itu perusahaan perlu meningkatkan kesadaran dan loyalitas merek agar bisa unggul di pasar fashion dengan mengambangkan strategi 4 elemen marketing mix (Product, Price, Place, Promotion).Tujuan dari penelitian ini adalah untuk mengetahui secara detail strategi perusahaan yang telah dikembangkan oleh yeppushop dan mengembangkan strategi pemasaran sesuai dengan strategi 4P. Dengan metode penelitian studi kasus dan analisa deskriptif, penelitian dilakukan dengan observasi, studi literatur, dan in-depth interview sebagai langkah penelitian, merumuskan strategi pemasaran dan perancangan milestone/rencana strategi dan implikasi menajerial sebagai hasil dari penelitian yang nantinya bisa diterapkan oleh Yeppushop. Strategi bauran pemasaran yang perlu dikembangkan oleh Yeppushop ialah pengelolaan website, store image, sponsor, brand name exposure, dan channel untuk meningkatkan brand awareness. Sementara itu, pemilihan lokasi yang tepat, pemberian reward dan customer interaction berpengaruh terhadap brand loyalty. Dari penelitian ini diharapkan agar Yeppushop mampu meningkatkan kesadaran dan loyalitas mereknya melalui strategi marketing mix (bauran pemasaran),sehingga perusahaan memiliki merek yang kuat dan berkembang secara pesat. ======================================================================================================== The development of the fashion business in Indonesia has led to the emergence of many fashion businesses and increased competition. This has also been experienced by Yeppushop. Yeppushop is a small and medium-sized business that has been engaged in hijab fashion since 2014. Yeppushop needs a strong brand to be a point of strength and competitive advantage for the company against their target market. For this reason, companies need to increase brand awareness and loyalty in order to excel in fashion market by developing a strategy for the 4 elements of marketing mix (Product, Price, Place, Promotion). The purpose of this research is to find out in detail the company strategy that has been developed by Yeppushop and to develop a marketing strategy in according to the 4P strategy. With the case study research method and descriptive analysis, the research was conducted by observation, literature study, and in-depth interviews as research steps, formulating a marketing strategy and designing milestones / strategic plans and managerial implications as a result of research that can later be applied by Yeppushop. The marketing mix strategy that Yeppushop needs to develop is website management, store image, sponsorship, brand name exposure, and channels to increase brand awareness. Meanwhile, choosing the right location, giving rewards and customer interactions have an effect on brand loyalty. From this research, it is hoped that Yeppushop will be able to increase brand awareness and brand loyalty through a marketing mix strategy, so that the company has a strong brand and develops rapidly.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Bauran Pemasaran, Kesadaran Merek, Loyalitas Merek, Yeppushop Brand Awareness, Brand Loyalty, Marketing Mix, Yeppushop
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
Divisions: Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Rubiatul Adawiyah
Date Deposited: 03 Mar 2021 23:15
Last Modified: 03 Mar 2021 23:15
URI: https://repository.its.ac.id/id/eprint/83329

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