Strategi Brand Activation dalam Kegiatan Obrolan Pembaca Media Indonesia (OPMI).
ABSTRAK
Siti Komariah, 210110110076, 2015. Program Studi Manajemen
Komunikasi Fakultas Ilmu Komunikasi Universitas Padjadjaran. Penelitian
berjudul “Strategi Brand Activation dalam Kegiatan Obrolan Pembaca Media
Indonesia (OPMI)”, dengan pembimbing utama H. Hadi Suprapto Arifin, Drs.,
M.Si., serta pembimbing pendamping Dedi Rumawan Erlandia, A.Md., S.Sos.,
M.Si.
Penelitian bertujuan untuk mengetahui proses dalam tahapan perencanaan,
impelemntasi, monitoring, dan evaluasi strategi brand activation yang dilakukan
Harian Umum Media Indonesia. Penelitian ini menggunakan metode deskriptif,
dengan analisa data kualitatif. Pengumpulan data dilakukan melalui observasi,
wawancara mendalam, studi kepustakaan dan dokumen terkait.
Hasil penelitian menunjukkan bahwa terdapat banyak proses yang
kompleks dalam pelaksanaan brand activation Harian Umum Media Indonesia
berupa kegiatan Obrolan Pembaca Media Indonesia (OPMI). Tahapan
perencanaan terdapat proses penetapan tujuan, analisis situasi, segmentasi,
konsep, dan penetuan bauran promosi. Tahap implementasi terdapat proses
koordinasi, kendala dalam kegiatan, dan membangun pengalaman (experience).
Dilanjutkan dengan tahapan monitoring dan evaluasi. Strategi brand activation
digunakan oleh Harian Umum Media Indonesia sebagai alat promosi utama, saat
dirasa periklanan media lini atas (above the line) dianggap tidak lagi cukup untuk
mencapai khalayak sasaran. Hal ini dilakukan untuk menciptakan awareness dan
loyalty dalam upaya meningkatkan brand equity yang telah dimiliki Harian
Umum Media Indonesia.
Kata kunci : Komunikasi Pemasaran, Brand Activation, Media Indonesia.
v
ABSTRACT
Siti Komariah, 210110110076, 2015. Communication Management Study
Program, Faculty of Communication Sciences, Padjadjaran University. This
research was entitled “Brand Activation Strategy in Obrolan Pembaca Media
Indonesia (OPMI) P rogram”, with Main Advisor H. Hadi Suprapto Arifin, Drs.,
M.Si., and Co-Advisor Dedi Rumawan Erlandia, A.Md., S.Sos., M.Si.
The objective of the research is to identify brand activation strategy that
was implemented by Media Indonesia newspaper. The research used descriptive
method and qualitative data analysis. Data collection performed by observation,
in-depth interviews, and literature review.
The result of the research shows that brand activation strategy
implemented by Media Indonesia newspaper over OPMI program has been
through Planning, Implementation and Evaluation activity to achieve the
objective of the program. Planning step consist of identifying goal, situation
analysis, concept design, segmentation, and promotional mix. Implementation
activity consists of coordination, activity constraint, and building customer
experience step. Final activity is monitoring and evaluating. Brand activation
strategy deploys by Media Indonesia newspaper as a promotion tool when above
the line advertising was no longer considered to be sufficient to reach out the
target consumers. Creating brand awareness and loyalty is expected to improve
brand equity that has been owned by Harian Umum Media Indonesia.
Key words : Marketing Communication, Brand Activation, Media Indonesia
vi
Siti Komariah, 210110110076, 2015. Program Studi Manajemen
Komunikasi Fakultas Ilmu Komunikasi Universitas Padjadjaran. Penelitian
berjudul “Strategi Brand Activation dalam Kegiatan Obrolan Pembaca Media
Indonesia (OPMI)”, dengan pembimbing utama H. Hadi Suprapto Arifin, Drs.,
M.Si., serta pembimbing pendamping Dedi Rumawan Erlandia, A.Md., S.Sos.,
M.Si.
Penelitian bertujuan untuk mengetahui proses dalam tahapan perencanaan,
impelemntasi, monitoring, dan evaluasi strategi brand activation yang dilakukan
Harian Umum Media Indonesia. Penelitian ini menggunakan metode deskriptif,
dengan analisa data kualitatif. Pengumpulan data dilakukan melalui observasi,
wawancara mendalam, studi kepustakaan dan dokumen terkait.
Hasil penelitian menunjukkan bahwa terdapat banyak proses yang
kompleks dalam pelaksanaan brand activation Harian Umum Media Indonesia
berupa kegiatan Obrolan Pembaca Media Indonesia (OPMI). Tahapan
perencanaan terdapat proses penetapan tujuan, analisis situasi, segmentasi,
konsep, dan penetuan bauran promosi. Tahap implementasi terdapat proses
koordinasi, kendala dalam kegiatan, dan membangun pengalaman (experience).
Dilanjutkan dengan tahapan monitoring dan evaluasi. Strategi brand activation
digunakan oleh Harian Umum Media Indonesia sebagai alat promosi utama, saat
dirasa periklanan media lini atas (above the line) dianggap tidak lagi cukup untuk
mencapai khalayak sasaran. Hal ini dilakukan untuk menciptakan awareness dan
loyalty dalam upaya meningkatkan brand equity yang telah dimiliki Harian
Umum Media Indonesia.
Kata kunci : Komunikasi Pemasaran, Brand Activation, Media Indonesia.
v
ABSTRACT
Siti Komariah, 210110110076, 2015. Communication Management Study
Program, Faculty of Communication Sciences, Padjadjaran University. This
research was entitled “Brand Activation Strategy in Obrolan Pembaca Media
Indonesia (OPMI) P rogram”, with Main Advisor H. Hadi Suprapto Arifin, Drs.,
M.Si., and Co-Advisor Dedi Rumawan Erlandia, A.Md., S.Sos., M.Si.
The objective of the research is to identify brand activation strategy that
was implemented by Media Indonesia newspaper. The research used descriptive
method and qualitative data analysis. Data collection performed by observation,
in-depth interviews, and literature review.
The result of the research shows that brand activation strategy
implemented by Media Indonesia newspaper over OPMI program has been
through Planning, Implementation and Evaluation activity to achieve the
objective of the program. Planning step consist of identifying goal, situation
analysis, concept design, segmentation, and promotional mix. Implementation
activity consists of coordination, activity constraint, and building customer
experience step. Final activity is monitoring and evaluating. Brand activation
strategy deploys by Media Indonesia newspaper as a promotion tool when above
the line advertising was no longer considered to be sufficient to reach out the
target consumers. Creating brand awareness and loyalty is expected to improve
brand equity that has been owned by Harian Umum Media Indonesia.
Key words : Marketing Communication, Brand Activation, Media Indonesia
vi