Update Artikelilmiah: 12451

NITA PURDIATI

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Abstraksi

Adorable Projects Indonesia merupakan brand lokal asal Bandung yang secara masif memasarkan produknya melalui media sosial. Adorable Projects dipilih menjadi objek penelitian karena brand tersebut dinilai cukup berhasil dengan konten kampanye “Save the craftsman” artinya brand Adorable memiliki core value yang unik dari brand lainnya yang hanya mementingkan penjualan. Penelitian ini berfokus pada strategi pemasaran brand Adorable Projects Indonesia, khususnya mengenai bagaimana brand Adorable Projects dalam mengelola stakeholders, perumusan konten program IMC, pemilihan channel pemasaran dan peninjauan hasil menggunakan pendekatan Teori Jerry Kliatchko. Selain itu, peneliti juga membahas mengenai satu channel, yakni Instagram secara lebih mendalam. Penelitian ini merupakan penelitian kualitatif dengan menggunakan Teori IMC. Informan dipilih dengan cara purpossive sampling. Data dikumpulkan melalui observasi, wawancara mendalam dan dokumentasi.
	Hasil dari penelitian ini adalah dalam mengelola stakeholder internal Adorable menggunakan sistem kekeluargaan bagi karyawan, sedangkan dalam pengelolaan stakeholder eksternal, Adorable menggunakan sistem kerjasama yang menguntungkan dan pelayanan maksimal pada customer. Untuk perumusan konten media sosial, Owner Adorable mempercayakannya pada admin, konten save the craftsman dan buy a local products sengaja dirumuskan sebagai controlled message yang menggambarkan filosofi produk. Sedangkan hastag (#Adopicktoday) dijadikan ajang partisipasi (uncontrolled message) oleh Customer. Saluran media yang digunakan yakni multiple channel yakni menggunakan webstore, media sosial, iklan di majalah dan aplikasi messenger 
Kata Kunci : Integrated Marketing Communications, Pemasaran, Online store, Media Sosial, Instagram

Abtrak (Bhs. Inggris)

Abstract 
Adorable Projects Indonesia is a local brand from Bandung, who are massively selling their products through social media. Adorable Projects chosen as the research object because the brand is considered quite successful with the content of the campaign "Save the Craftsman" Adorable brand having unique core value of other brands are only concerned with sales. This study focuses on brand marketing strategy Adorable Projects Indonesia, particularly regarding how brand Adorable Projects in managing stakeholders, the formulation of the IMC program content, marketing channel selection and review the results using Jerry Kliatchko theory approach. In addition, the researchers also discuss about the channel, namely Instagram in more depth. This research is a qualitative research by using Theory of IMC. Informan was choosen by using purposive sampling. The data are taken the participant observation, in depth interview and documentation,
This result of reasearch is to manage the internal stakeholders, Adorable using kinship system for employees, whereas in the management of external stakeholders, Adorable using a system of cooperation that give benefit and maximum service to the customer. For the formulation of social media content, Owner Adorable entrust the admin, content save the Craftsman and buy a local products deliberately formulated as a controlled message that describes the philosophy of their brand. Hastag (#Adopicktoday) is one of uncontrolled message as user generated content by Customer. Adorable using multiple channels, which consist of webstore, social media, ads in magazines and messenger applications.
Keywords: Integrated Marketing Communications, Marketing, Online store, Social Media, Instagram.

Kata kunci

Pembimbing 1

Pembimbing 2

Pembimbing 3

Tahun

Jumlah Halaman