| dc.contributor.author | Rahardjo, Davin | |
| dc.date.accessioned | 2023-03-13T05:40:25Z | |
| dc.date.available | 2023-03-13T05:40:25Z | |
| dc.date.issued | 2015 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/6185 | |
| dc.description | The purpose of this research is to explore the brand repositioning strategy of The Macarons in order to increase the brand awareness. The samples used in this study are benchmarking companies, stakeholders, and customers in Surabaya. Samples are selected using purposive sampling method with certain criteria for each category. Based on these criteria, six people are interviewed. Research results suggest that The Macarons need to have core strategic values, strategic flexibility, high consumer awareness and sensitivity, and belief in their products and brand in order to create a better brand repositioning. These variables are the measurement standards for a successful brand repositioning. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk mengeahui strategi brand repositioning untuk meningkatkan brand awareness The Macarons. Penelitian ini menggunakan perusahaan sejenis, stakeholder, dan konsumen di Surabaya sebagai sampel. Pemilihan sampel dilakukan berdasarkan metode purposive sampling dengan kriteria tertentu untuk setiap kategori. Berdasarkan kriteria tersebut, terdapat enam orang yang telah memenuhi kondisi yang ditentukan dan diwawancarai. Penelitian ini menunjukkan bahwa The Macarons harus memiliki core strategic values, strategic flexibility dan high consumer awareness and sensitivity, dan belief in their product and brand untuk menciptakan brand repositioning yang lebih baik. Elemen - elemen tersebut merupakan dasar penilaian brand repositioning yang berhasil. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Brand Repositioning | en_US |
| dc.subject | The Macarons | en_US |
| dc.title | STRATEGI BRAND REPOSITIONING DA LAM MENINGKATKAN BRAND AWARENESS THE MACARONS | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 6002215 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10111121 | |
| dc.identifier.dosenpembimbing | Helena Sidharta | |
