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All Journal Populer: Jurnal Penelitian Mahasiswa Journal of Literature Review
Alief Rahman Juliansyah
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Strategi Lobi dan Negosiasi Dalam Membangun Kepercayaan Sponsorship Studi Kasus : Produk Hydro Coco Lailani Octavia Rahmadhani; Kesya Melika; Alief Rahman Juliansyah; Ahmadhio Annuri Pratama; Lilik Sumarni
Populer: Jurnal Penelitian Mahasiswa Vol. 3 No. 3 (2024): September : Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v3i3.2343

Abstract

This research examines the lobbying and negotiation strategies in building trust in Hydro Coco's sponsorship as an isotonic drink. The method used is descriptive qualitative with literature study approach. The findings showed that Hydro Coco implemented marketing strategies through proper segmentation, targeting, and positioning. The performance strategy was applied by sending creative proposals to the event organizers, while negotiations focused on unveiling the logo and product sections at the event. Hydro Coco also used various promotional tactics such as offering free samples, product bonuses, price discounts, personal selling, and direct marketing. This study concludes that effective lobbying and negotiation strategies can increase sponsorship trust and increase consumer loyalty to Hydro Coco products.
Etika Iklan Royale Soklin Superlatif di Pasar Berkembang Isaac Ibrahim Molfi; Alief Rahman Juliansyah; Daniel Handoko
Journal of Literature Review Vol. 1 No. 2 (2025): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/7rhvbv62

Abstract

Di tengah pertumbuhan pasar digital di negara berkembang, iklan hiperbolik tanpa dasar faktual dapat melemahkan kepercayaan konsumen dan menimbulkan risiko reputasi merek. Hal ini dapat memberikan prasangka bahwa suatu kelebihan produk memicu ketertarikan pada konsumen, namun dibalik itu bisa menjadi tolak  suatu produk , Pada kondisi ini, pelaku iklan harus menerapkan Etika Periklanan yang menjadi pedoman yaitu Etika Periklanan Indonesia. Salah satu iklan produk deterjen "Royale Soklin Sachet" yang menggunakan slogan "wangi mewah enggak ada duanya" dengan metode penelitian kualitatif jenis studi literatur. Hasil penelitian tersebut menyimpulkan bahwa mesikpun klaim superlatif secara hukum dapat digolongkan sebagai puffery, review ini menimbulkan dalam segi etika melanggar karena diragukan untuk mengetahui verifikasi kebenarannya
Co-Authors Ahmadhio Annuri Pratama Handoko, Daniel Isaac Ibrahim Molfi Kesya Melika Lailani Octavia Rahmadhani Lilik Sumarni