Strategi Branding Young On Top Melalui Pemberdayaan Komunitas (Studi Kasus pada Event PT YOT Inspirasi Nusantara Jakarta Tahun 2019)
DOI:
https://doi.org/10.22441/marcommers.v12i2.15166Keywords:
Branding, Empowerment Community, Brand Community, Young On Top.Abstract
Teknik digital marketing saat ini terlihat memasuki era. Namun bagi sebagian orang Kondisi lingkungan bisnis saat ini bisa dikatakan kompetitif. Perusahaan berlomba-lomba untuk terus meningkatkan pelayanan dan hubungan baik dengan konsumen, salah satunya melalui masyarakat. Salah satu sektor jasa yang masih menggunakan pemberdayaan masyarakat sebagai Strategi Branding adalah Young On Top. Penelitian ini bertujuan untuk mengetahui strategi branding yang dilakukan oleh Young On Top. Penelitian ini juga menjelaskan tentang strategi branding yang digunakan oleh Young On Top baik melalui media online maupun offline untuk berkontribusi dalam pelaksanaan pemberdayaan masyarakat untuk mencapai kegiatan strategi branding Young On Top. Konsep penelitian ini mengacu pada tahapan kegiatan strategi branding Rimsky K. Judisuseno, yaitu: identitas merek (logo atau tagline), komunikasi pemasaran dan kegiatan layanan pelanggan. Dan tinjauan pustaka yang digunakan dalam penelitian ini adalah komunikasi pemasaran, komunikasi pemasaran terpadu, strategi branding, brand community, dan community empowerment. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif dan metode studi kasus. Teknik pengumpulan data dilakukan melalui observasi dan wawancara mendalam dengan informan. Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber dengan cara observasi partisipan atau peneliti terlibat langsung pada saat observasi yaitu dengan menggunakan 4 (empat) informan yang berbeda untuk memperoleh keabsahan data. Hasil penelitian ini menjelaskan strategi branding yang digunakan oleh Young On Top melalui pemberdayaan komunitas melalui media online (aset digital dan media sosial) dan offline (event).
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