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All Journal Populer: Jurnal Penelitian Mahasiswa
Ahmadhio Annuri Pratama
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media 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.
Co-Authors Alief Rahman Juliansyah Kesya Melika Lailani Octavia Rahmadhani Lilik Sumarni