PENYELENGGARAAN EVENT ”CAR CLINIC MEGUIAR’S INDONESIA” DALAM MEMBANGUN MEREK

Mokhammad Naigam Mahriva, Eka Wenats Wuryanta

Abstract


The purpose of this research is to find out more about how an event Car Clinic Meguiar’s Indonesia is organized so that it is able to build a brand on Meguiar’s Indonesia as a vehicle paint company. In this study using a descriptive qualitative approach to the paradigm of cosntructivism and using the case study method. The concept in this research is brand, brand building and brand audits. From the results of the study stated that Meguiar’s Indonesia managed to become the top of mind audience because the brand is easy to remember. The success of being the top mind was also supported because the implementation of an event that could have an impact on the target audience. Events are indeed made with the aim of engaging the target audience in programs organized by the company and this is what drives an event to be a memorable and more motivating experience because the target audience participates and becomes a part of the event.


Keywords


Meguiar’s Indonesia; brand; event organizing

Full Text:

PDF

References


Argenti, P. A. (2007). Strategy Corporate Communication. New Delhi: Tata McGraw-Hill.

Astuti, P. A. A. (2011). Membangun Merek Melalui Penyelenggaraan Sebuah Event: Studi Kasus Pada Event “Sour Sally Just Wanna Have Fun.” Jurnal Komunikasi, 1(2), 183-196.

Business & Accounting. “Brand Management”. Business & Accounting Online.

Clow, K.E., dan Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications. England: Pearson.

Duncan, T. (2005). Principle Of Advertising and IMC, International Edition. Edisi Kedua. New York: McGrawHill.

Kotler, P. & Keller. (2008). Manajemen Pemasaran. Edisi Ketigabelas. Jilid 1. Jakarta: Erlangga.

Kriyantono, R. (2009). Teknik Praktis Riset Komunikasi. Malang: Prenada Media Group.

Madhalena, E dan Syahputra. (2016). Pengaruh Event Marketing terhadap Brand Image Rokok Djarum Super Mild PT. Djarum. Jurnal ECODEMICA, 4.(2), 179-188.

Moleong, L. J. (2011). Metodologi Penelitian Kualitatif Edisi Revisi. Bandung: PT Remaja Rosdakarya.

Mulyana, D. (2018). Metode Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.

Noor, A. (2013). Manajemen Event. Bandung: Alfabeta.

Santoso. P. Y. dan Toruan, R. R. M. L. (2018). Strategi Marketing Public Relations Dalam Rebranding HSBC Indonesia Untuk Membentuk Brand Awareness. Jurnal Pustaka Komunikasi, 1(1), 1-14.

Saputri, M. E. dan Pranata, T.R. (2014). Pengaruh Brand Image Terhadap Kesetiaan Pengguna Smartphone Iphone. Jurnal Sosioteknologi ITB, 13(3), 193-201.

Sholihin, A. (2017). Strategi Marketing Communications PT. PELNI Cabang Surabaya dalam Membangun Brand Awareness melalui Event Tour Let’s Go To. Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis, 1(2), 12-20.

Shone dan Parry. (2002). Event Management. Munich: Thomson.

Tjiptono, Fandy. (2011). Strategi Pemasaran. Edisi 3. Yogyakarta: Penerbit ANDI.




DOI: https://doi.org/10.32509/pustakom.v3i1.981

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 JURNAL PUSTAKA KOMUNIKASI

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

  

Incorporate and Associate with

 

Indexed by 

          
 

Recomended Tool

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

 

 

JURNAL PUSTAKA KOMUNIKASI

Pusat Penelitian dan Pengabdian Masyarakat

Fakultas Ilmu KomunikasiUniversitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271

Telepon: 021-7261433, 021-7252685
email: pustakom@dsn.moestopo.ac.id