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Fithrah Ali, Dini Salmiyah
Telkom University
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : DIALEKTIKA

 1 
PENERAPAN BRAND PLACEMENT BISKUIT BETTER MELALUI MEDIA FILM Ni Luh Putu Eka Putri Saraswati; Dini Salmiyah Fithrah Ali
Dialektika Vol 4 No 2 (2017): Vol.4 No.2 (2017) September
Publisher : Prodi Ilmu Komunikasi FISIP Universitas Langlangbuana

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Abstract

Brand Placement is a marketing strategy that allows brand name to be placed in any media program such as television program, film,etc. This strategy has a purpose to remind and increasing consument awareness about the brand name and also increasing the visibility of the brand. Film is one of the media that usually used in brand placement because of the smooth characteristic so that brand will be placed naturally with the plot of story and create a good perception for audience. This research is a qualitative descriptive research to analyze the perception of film community member in Telkom University Bandung (FFT) about the brand placement of BETTER biscuit in Koala Kumal Movies. This research use a focus group discussion as a method. The result of the research is that brand placement is doing a great job as a reminder. The member of Telkom University film community has a good perception about the placement and they could tell the characteristic of BETTER in Koala Kumal movies clearly.
STRATEGI VIRAL MARKETING PT FLIP MENGGUNAKAN E-WOM DALAM PEMBENTUKAN BRAND AWARENESS (WWW.FLIP.ID) Arini Kusumawardhani; Dini Salmiyah Fithrah Ali
Dialektika Vol 4 No 1 (2017): Vol.4 No.1 (2017) Maret
Publisher : Prodi Ilmu Komunikasi FISIP Universitas Langlangbuana

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Abstract

Viral marketing using electronic word of mouth (e-WOM) is one of the important activities implemented by a company in the process of creating brand awareness. One of the strategies is a website. A website becomes the tools that use by the consumers and have one-to-many relationship. A website is also a credibility and an image to a company, through contents that presented on the website can influence the characteristic of electronic word of mouth (e-WOM) messages. The strategy is usually done by start-up companies like PT Flip, which aims to introduce the free inter-bank transfer service through their site www.flip.id. This study aims to determine how the viral marketing of PT Flip using electronic word of mouth (eWOM) in creating brand awareness through website. This study uses a descriptive qualitative methodology approach and supported by constructivism paradigm. The data in this study was obtained through direct and deep interviews with three persons of PT Flip as key informant and a viral marketing expert as supported informant, also literature, audio and visual documentation. The results of this study is viral marketing strategies that implemented by PT Flip using electronic word of mouth (e-WOM) through website, using elements of the website such as context, content, customization, communication, and connection to bring interactivity and electronic word of mouth (e-WOM). From the application of these elements are formed brand awareness at the level of brand recognition.
Co-Authors Amanda Bunga Gracia Annisa Pramitasari Arini Kusumawardhani Christhoper Rafael Butar Butar Dita Rachmawati Dita Rachmawati Ekadiputri, Syifa Aulia Emika Vallerie Huzafahmazidah Faishal, Muhammad Ariq Fitri, Velin Noer Gifthera Dwilestari Idola Perdini Putri Itca Istia Wahyuni Lenny Merantyca Madyna Zalza Azahra Suhajar Martha Tri Lestari Murti, Rara Ayu Mulia Ni Luh Putu Eka Putri Saraswati Nofia Nandha Rani Putri, Adinda Valisha Rara Ayu Mulia Murti Rohaida, Dinda Rahma Sucianty Dyah Astuti Swasana, Muhammad Sri Mustiqa