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All Journal MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Darmawati, Widya
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Humanities Languange, Linguistic, Communication & Media Other

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PENGGUNAAN MEDIA SOSIAL TWITTER DALAM PEMBENTUKAN DIMENSI EKUITAS MEREK L-MEN Darmawati, Widya; ., Saepudin
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol 6 No 1 (2015): MAKNA : Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1116.374 KB) | DOI: 10.33558/makna.v6i1.824

Abstract

Nowadays, social media is used for branding and it is not only being trend, but a requirement to keep in touch with the audiences. It is caused by the number of social media user which getting increase day per day. Social media could be an alternative media for branding and making stronger brand equity. L-Men also uses Twitter to inform and interact with the audiences. This research discuss the framework  of L - Men while using Twitter and what kind of brand equity that constructed on its account. This research used qualitative method. It found that L-Men has its own goal, objective, strategies, and tactics on using Twitter  for  branding.  Furthermore,  brand  awareness  dimension  has  been  constructed  on  using  its Twitter. But, the other dimensions ?such as brand association, perceived quality, and brand loyality- have not been constructed as well as brand awareness dimension
PERENCANAAN KOMUNIKASI PEMASARAN URBAN QURBAN SEBAGAI PIONEER DALAM INOVASI IBADAH QURBAN Darmawati, Widya; ., Saepudin
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol 4 No 2 (2014): MAKNA : Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1968.904 KB) | DOI: 10.33558/makna.v4i2.1129

Abstract

Some of marketing experts argue that market pioneering is very important for de-termine long term success of company, market, and product. By being the first to introduce and market the product, pioneer can enjoy sustainable advantage in terms of market share, distribution access, brand familiarity, brand loyality, economies of scale, profit potential, and industry quality standard. However, to achieve those objectives the pioneer needs big effort to enter the market. Urban Qurban, the first qurban through digital platform, implemented Integrated Mar-keting Communication in introducing their brand and product to market. All of promotion programs are designed in creative and measurable marketing commu-nication planning.
Co-Authors ., Saepudin