| dc.contributor.author | Kurniawan, Ferren Valerie | |
| dc.date.accessioned | 2025-12-28T02:04:41Z | |
| dc.date.available | 2025-12-28T02:04:41Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/8806 | |
| dc.description | In an increasingly modern era like now, everything that is conventional is now turning to digital. Therefore, the use of gadgets is also increasing because gadgets that initially only for communication are becoming more multifunctional. With the existence of technology that continues to develop, the gadgets themselves are also increasingly sophisticated and have very diverse types. This sometimes makes consumers confused about what gadget that suits them well, even though the use of gadgets is very important in human life. BuyBuy Online Cellular is an online based gadget shop through social media. BuyBuy Online Cellular provides a variety of gadgets and accessories as well as various services and facilities to help the customers. BuyBuy Online Cellular wants to bring the concept of a gadget shop to consumers' locations, so that consumers can easily enjoy the services provided by BuyBuy. Apart from that, BuyBuy also wants to help consumers find their ideal gadget by providing education for them. However, BuyBuy Online Cellular is still a new business. In Indonesia itself, the business in the gadget sector also has many competitors, so BuyBuy needs brand awareness for its target market. To build brand awareness, a series of brand activation activities was designed with the theme “#Buy4U” for BuyBuy Online Cellular. Brand Activation is carried out in 2 ways, which is online strategies through social media and offline strategies through direct marketing in public places. The design method used in this research is qualitative through face-to-face interviews with 3 expert users and 4 extreme users, and also quantitative methods through online surveys distributed to the target audience. The target audience is people who fit the BuyBuy Online Cellular target market requirements. The result of this design is that BuyBuy Online Cellular produces a variety of content on social media to build interaction and provide education to the audience as well as various tools to do direct marketing by offline. As a whole, the experts and extreme users as well as the target audience gave positive responses. They stated that BuyBuy's visual design and activation strategy influenced interest and made them want to get to know the brand better. Therefore, the brand activation can build brand awareness of the target market of BuyBuy Online Cellular. | en_US |
| dc.description.abstract | Di era yang semakin modern seperti sekarang, segala sesuatu yang konvensional kini beralih menjadi digital. Maka dari itu, penggunaan gadget semakin meningkat karena gadget yang awalnya hanya berfungsi sebagai alat untuk berkomunikasi menjadi semakin multifungsi. Dengan adanya teknologi juga yang terus berkembang maka gadget sendiri juga semakin memiliki canggih serta memiliki jenis yang sangat beragam. Hal ini terkadang membuat konsumen bingung menentukan gadget apa yang cocok dengan mereka, padahal penggunaan gadget sangat penting dalam kehidupan manusia. BuyBuy Online Cellular merupakan toko gadget berbasis online melalui sosial media. BuyBuy Online Cellular menyediakan berbagai produk gadget dan aksesoris serta menyediakan berbagai servis dan fasilitas untuk membantu konsumennya. BuyBuy Online Cellular ingin membawa konsep toko gadget ke lokasi konsumen, sehingga konsumen dapat menikmati servis serta pelayanan yang disediakan oleh BuyBuy dengan mudah. Selain itu, BuyBuy juga ingin membantu konsumen menemukan gadget ideal mereka dengan memberikan edukasi. Namun, BuyBuy Online Cellular masih merupakan bisnis yang masih baru. Di Indonesia sendiri, bisnis di bidang gadget juga memiliki banyak pesaing, sehingga BuyBuy membutuhkan brand awareness target marketnya. Untuk membangun brand awareness, maka dirancanglah serangkaian kegiatan brand activation dengan tema “#Buy4U” pada BuyBuy Online Cellular. Brand Activation dilakukan dengan 2 cara yaitu strategi online melalui sosial media serta strategi offline melalui direct marketing pada tempat publik. Metode perancangan yang digunakan pada penelitian ini adalah kualitatif melalui wawancara secara tatap muka dengan 3 expert user dan 4 extreme user, serta metode kuantitatif melalui survei online yang disebarkan kepada khalayak sasaran. Khalayak sasaran merupakan orang-orang yang memenuhi syarat target market BuyBuy Online Cellular. Hasil dari perancangan ini adalah BuyBuy Online Cellular menghasilkan berbagai konten yang bervariasi pada sosial media untuk membangun interaksi dan memberikan edukasi pada audiens serta berbagai perlengkapan untuk melakukan direct marketing secara offline. Para expert dan extreme user serta khalayak sasaran menyatakan respon yang positif secera keseluruhan. Mereka menyatakan bahwa strategi aktivasi dan desain dari BuyBuy sendiri mempangaruhi ketertarikan dan membuat mereka ingin lebih mengenal brand. Maka dari itu, brand aktivasi yang dilakukan dapat membangun brand awareness target market BuyBuy Online Cellular. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Brand Aktivasi | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Sosial Media | en_US |
| dc.subject | Gadget | en_US |
| dc.subject | Media Promosi | en_US |
| dc.subject | Brand Activation | en_US |
| dc.subject | Social Media | en_US |
| dc.subject | Promotional Media | en_US |
| dc.title | Perancangan Brand Activation Bisnis BuyBuy Online Cellular beserta Media Promosinya untuk Meningkatkan Brand Awareness | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 90241 | |
| dc.identifier.nim | 0206041910023 | |
