Marketing Communication : Pengalaman Pebisnis Pemula Dalam Melakukan Branding

Moekahar, Fatmawati and Handayani, Benni and Daherman, Yudi and Alfani, Mufti Hasan (2020) Marketing Communication : Pengalaman Pebisnis Pemula Dalam Melakukan Branding. Inter Komunika : Jurnal Komunikasi, 05 (01). pp. 57-67. ISSN 2548-3749

Text 10. Marketing Communication.pdf - Published Version Download (165kB)

Abstract

Branding is an important factor for a business. The Big brands become alternative choices for consumers in determining the products they want to buy. Therefore, a brand is built with a relatively long period of time for businessman. However, for new businessman, often the brand is not a priority. They only care about how much the products they sell are in demand and are bought by consumers regardless of the brand name of the product itself. This study aims to determine the branding process carried out by new businessman. Researchers look at this problem from the perspective of marketing communication. The research method used is qualitative with a phenomenological approach. Informants consisted of 20 students/graduated who are new businessman. The characteristics of a new businessman are determined at least one year of the business being run, and are the first-time businessman to have a business. The results of this study found that the branding experience of new businessman is done in two ways namely the name and the sign that is used as the closest identity to the product. Whereas marketing communication carried out by new businessmen in branding includes communication through social media, word of mouth communication, network communication, which aims to persuade consumers, build impressions and maintain customer loyalty with a simple and limited approach.

Actions (login required)

View Item