CD-ROM

Tagline sebagai Strategi Pembentukan Brand Image (Studi Deskriptif Kualitatif pada Produk Kuliner Bakso De Stadion) (CD + Cetak)

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Business in the culinary field is currently experiencing rapid development. Each of these culinary companies is trying to improve the marketing strategy of their products in order to attract consumers' attention and maintain their existence in the culinary field. Culinary product brand image is needed to help communicate products to audiences who are potential consumers. The product tagline is a communication strategy that can be used to convey messages aimed at consumers to attract attention so as to convince consumers and then give the impression of persuading and forming an image in the eyes of consumers. This phenomenon is the background for researchers to choose De Stadion meatballs as research material. Bakso De Stadion is a culinary company engaged in food products that uses the tagline as a communication strategy to form a product brand image.

The purpose of this study was to find out and describe the factors that led to Bakso De Stadion using the tagline "Baksonya artis Ibukota" as a strategy to form a brand image. The results of this study are expected to be able to provide insight and input for tagline users who use the tagline as part of a strategy in forming a brand image. So that it can be a reference for business people to choose a tagline strategy in marketing communications.

This type of research is descriptive using a qualitative approach by emphasizing the meaning, definition and situation which is more directly related to the activities in the object of this research, through observation and collection of documentation and interviews..

In this study, meatball De Stadion carried out its marketing communication strategy using a tagline. The tagline is obtained by conducting consumer research first, because the idea and motivation in creating a tagline comes from the external public, namely the consumers themselves. The results of consumer research that have been carried out are used to assist company decision-making in the process of creating a tagline. Planning a tagline as the main weapon in marketing activities to form the brand image expected by the company. The factors that support the creation of a tagline are using relationships and networks to bring the intended consumers to come. After finding the intended consumers, De Stadion then used these consumer factors to strengthen them as the tagline topic to be raised. The topic raised was the artist so that the tagline could attract more interest and be able to convince consumers to taste their products. The tagline that has been created has been continuously introduced through social media accounts, Instagram and Facebook, and also supported by brochure printing media. Apart from the relationship and network factors, creativity, creativity and company innovation can also affect the image of De Stadion. Marketing communication strategy through the tagline is considered effective and has a positive effect on the image and also for the progress and development of De Stadion

Keywords: Strategy, Tagline, Brand, Image

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

043 KOM2020 PUT t

Penerbit

Malang : Program Studi Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik UNMER Malang., 2020

Deskripsi Fisik

PDF, 4.691 KB

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

043 KOM 2020

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

STRATEGY
TAGLINE
BRAND
IMAGE

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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