STRATEGI BRAND COMMUNICATION PERUSAHAAN START UP PT VISMAYA INDONESIA DI MEDIA SOSIAL

VENESHA INDIRA ZAHRA, . (2024) STRATEGI BRAND COMMUNICATION PERUSAHAAN START UP PT VISMAYA INDONESIA DI MEDIA SOSIAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji strategi brand communication sesuai dengan teori Gelder (2005) mengenai strategi kemerekan yang berfokus pada 3 point penting brand identity, brand positioning, dan brand personality sebagai elemen utama dalam membangun citra positif perusahaan startup. PT Vismaya Indonesia, sebuah startup yang bergerak dalam platform edukasi bisnis, memiliki tujuan menjadi pemimpin di industri tersebut di Indonesia. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pengumpulan data mendalam melalui wawancara dan observasi langsung terhadap praktik branding perusahaan. Brand identity PT Vismaya Indonesia terbentuk melalui penggunaan logo berbentuk V dengan garis patah yang melambangkan edukasi dan kepercayaan, serta dominasi warna biru dan kuning untuk menggambarkan edukasi dan keceriaan. Brand positioning perusahaan ditopang oleh konten organik tanpa pembelian followers, dengan target pasar menengah ke bawah, dan pembuatan tagline yang kuat seperti "minMaya" dan "sobat bisnis". Sementara itu, brand personality PT Vismaya Indonesia tercermin dalam inovasi konten yang terus-menerus, responsif terhadap kebutuhan pelanggan melalui tim CRM yang sigap, serta eksklusivitas produk melalui sistem membership dengan harga tertentu. Hasil penelitian menunjukkan bahwa strategi komunikasi PT Vismaya Indonesia efektif dalam membangun identitas yang kuat dan mendalam di media sosial, yang berkontribusi pada peningkatan kesadaran dan citra positif di kalangan audiens targetnya. ***** This study examines the brand communication strategy in accordance with Gelder's theory (2005), focusing on the three key points of brand identity, brand positioning, and brand personality as primary elements in building a positive image for startup companies. PT Vismaya Indonesia, a startup operating in the business education platform, aims to become a leader in the industry in Indonesia. The research method used is descriptive qualitative with in-depth data collection through interviews and direct observation of the company's branding practices. PT Vismaya Indonesia's brand identity is formed through the use of a V-shaped logo with broken lines symbolizing education and trust, alongside dominant blue and yellow colors to depict education and cheerfulness. The company's brand positioning is supported by organic content creation without purchasing followers, targeting the middle to lower-income segments, and establishing strong taglines such as "minMaya" and "business buddy." Meanwhile, PT Vismaya Indonesia's brand personality is reflected in continuous content innovation, responsiveness to customer needs through a proactive CRM team, and product exclusivity through a membership system with specific pricing. The research findings indicate that PT Vismaya Indonesia's communication strategy is effective in building a strong and profound identity on social media, contributing to increased awareness and a positive image among its target audience.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Mentari Anugrah Imsa, M.Si ; 2). Menanti Fajar Rizki, M.IKom
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Veneshaindirazahra .
Date Deposited:	26 Jul 2024 04:19
Last Modified:	26 Jul 2024 04:19
URI:	http://repository.unj.ac.id/id/eprint/46760

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