scholarly journals PENGARUH IKLAN DAN PROMOSI PENJUALAN DI TELEVISI TERHADAP BRAND AWARENESS BUKALAPAK PADA PENGUNJUNG KOTA KASABLANKA

InterKomunika ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 17
Author(s):  
Alvin Zulfikar ◽  
Kinkin Yuliaty Subarsa
Keyword(s):  
Brand Awareness ◽  
Se Asia

Persaingan industri marketplace di Indonesia merupakan yang paling ketat se Asia Tenggara. Hal ini dibuktikan dengan banyaknya marketplace yang ada di Indonesia, baik buatan luar maupun dalam negeri. Untuk bisa memperoleh brand awareness dari masyarakat luas, perusahaan marketplace menerapkan berbagai macam strategi pemasaran. Salah satunya adalah pemasaran melalui media televisi. Dalam iklan televisi, terdapat isi iklan (X1) dan juga program promosi penjualan (X2) yang ditawarkan dan disajikan sebagai strategi untuk menciptakan brand awareness (Y) dibenak calon konsumen. Salah satunya adalah Bukalapak yang menerapkan pemasaran melalui iklan televisi. Dan Bukalapak merupakan marketplace dengan jumlah total belanja iklan paling tinggi diantara marketplace lainnya sejak tahun 2016 sampai 2018. Namun hasil yang didapat jika dilihat dari Top Brand Award Index Indonesia menunjukan bahwa Bukalapak masih belum mampu bersaing diurutan tiga besar dalam persaingan marketplace di Indonesia. Responden yang diteliti dalam penelitian ini berjumlah 30 orang dengan lokasi penelitian di Kota Kasablanka Jakarta. Pengumpulan data dilakukan dengan penyebaran kuisioner. Teknik analisis yang digunakan adalah regresi linear berganda dengan program SPSS Version 23 for Mac. Setiap variabel yang diuji telah valid dan reliabel. Hasil penelitian menunjukkan bahwa isi iklan berpengaruh positif dan signifikan terhadap brand awareness Bukalapak. Namun pada variabel promosi penjualan terdapat pengaruh yang tidak signifikan terhadap brand awareness dikarenakan ada beberpa dimensi dari promosi penjualan yang tidak diterapkan oleh Bukalapak dalam iklan Harbolnas Bukalapak. Untuk berada dalam persaigan tiga besar marketplace di Indonesia, Bukalapak harus tetap melakukan strategi pemasaran di televisi dengan mempertahankan isi iklan, dan juga meningkatkan penggunaan alat-alat dari promosi penjualan sehingga mampu mendapatkan hasil yang maksimal dan juga efektif.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

2018 ◽  
Vol 6 (7) ◽  
pp. 45
Author(s):  
Gunjan Gumber ◽  
Jyoti Rana
Keyword(s):  
Organic Food ◽  
Brand Awareness ◽  
National Capital Region ◽  
Promising Alternative ◽  
Brand Recall ◽  
Brand Building ◽  
Brand Recognition ◽  
National Capital ◽  
High Level ◽  
Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

Promotional Activities At Dobro Toyota

Think India ◽  
2019 ◽  
Vol 22 (2) ◽  
pp. 47-54
Author(s):  
Gummadi Venkatesh ◽  
Mr. G Subbareddy ◽  
Dr. Venkata Rangaiah
Keyword(s):  
Vital Role ◽  
Brand Awareness ◽  
Sales Promotions ◽  
Know How ◽  
Utilization Of Technology

This particular topic is chosen because every organization required promotion to promote their product and services. Sales promotions re playing a vital role in today's market. So it is important to know how far these promotional activities are creating brand awareness in the minds of the customer and influencing them to go for the products and services and also the need to increase the quality, creativity and utilization of technology in the distribution and sales promotions.

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