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All Journal Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan eProceedings of Art & Design
Nursholih, Sonson
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Arts Humanities Decision Sciences, Operations Research & Management Other

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PENERAPAN MODEL KOMUNIKASI PEMASARAN AISAS DAN TEORI KOMUNIKASI HAROLD D. LASWELL PADA BOBOBOX BERSAMA DANIEL MANANTA Fajriani, Mediva Dyah; Nursholih, Sonson
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 8 No 2 (2023): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v8i2.5201

Abstract

Along with the development of technology and communication, Bobobox, a brand that operates in the field of accommodation (hotels) in the city of Bandung, offers a form of marketing to show a value quite different from other brands of its kind. Bobobox uses social media, especially Instagram, to introduce its products or services to the general public. This study aims to find out how Bobobox applies the AISAS marketing communication model and the Harold D. Communication Theory of Lasswell through digital media. This writing uses qualitative methods that are descriptive through the analysis of case studies on how Bobobox conveys its brand value. The results of this research show that Bobobox uses digital marketing communication strategies through various variable content that visually builds interpretations for the audience about the value of Bobobox by collaborating with Daniel Mananta as an influencer that brings relatable topics to its market segmentation. Keywords: AISAS, communication model, digital media, value
PERANCANGAN PROMOSI KOLEGA BARBERSHOP CIPUTAT TANGERANG SELATAN Gavrilla, Paulus Ryonaldo; Alam, Samsul; Nursholih, Sonson
eProceedings of Art & Design Vol. 10 No. 2 (2023): April 2023
Publisher : Telkom University

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Abstract

Penulisan  tugas  akhir  ini  bertujuan  untuk  merubah  brand  awareness masyarakat terhadap Kolega Barbershop di kota Tangerang Selatan dikarenakan di Tangerang  Selatan  termasuk  kota  yang  citra  produknya  masih  belum  signifikan. Adapun latar belakang penulis ini penjualan produk di kota Tangerang Selatan hanya mencapai  50%  dari  target  pasar.  karena  positioning  yang  dilakukan  Kolega Barbershop  terhadap  produknya masih  belum  akurat  sehingga masyarakat  belum mengenal  baik  tentang  produk  Kolega  Barbershop  itu  sendiri.  Menurut  survei lapangan masyarakat masih  beranggapan  bahwa  Barbershop merupakan  tempat potong  rambut  pria  bahkan  tidak  banyak  yang  tahu  bahwa  Kolega  Barbershop menyediakan  tidak  hanya  jasa  layanan  potong  rambut  saja.  Sehingga  positioning yang  dilakukan  harus  tepat  dan  lebih  dari  positioning  pesaingnya,  supaya  Kolega Barbershop ini dapat merubah brand awareness masyarakat terhadap produknya. Kata kunci: Kolega Barbershop, brand awareness, Positioning, Promosi.
Co-Authors Alam, Samsul Fajriani, Mediva Dyah Gavrilla, Paulus Ryonaldo