UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Pemasaran atas produk-produk cult brand dengan word of mouth (kasus penjualan produk-produk brand sepakbola yang disimbolkan melalui authentic football jersey) = Marketing of cult brand products through word of mouth case study sales of football brand products symbolized by authentic football jersey / Anjar Setyokusumo Sudjarwo

Anjar Setyokusumo Sudjarwo; Eduard Lukman, supervisor; Eriyanto, examiner; Firman Kurniawan Sujono, examiner ([Publisher not identified] , 2015)

 Abstrak

[ABSTRAK
Penelitian ini bertujuan untuk mengetahui bagaimana proses pemasaran produkproduk
cult brand dengan word of mouth. Konsep utama cult brand adalah kesetiaan
terhadap suatu brand / merek, sedangkan konsep utama word of mouth adalah
komunikasi berupa pembicaraan maupun testimonial yang dilakukan orang yang
membicarakan suatu produk atau jasa. Hal-hal yang juga terkait dengan penelitian ini
adalah mengenai fanatisme dalam sepakbola, brand sepakbola sebagai cult brand,
jersey sepakbola sebagai simbol sepakbola, serta komunitas dalam sepakbola. Metode
yang digunakan dalam penelitian ini adalah kualitatif dengan narasumber penjual dan
pemilik jersey yang seluruhnya tergabung dalam komunitas Jersey Forumotion.
Kesimpulan utama dari penelitian ini adalah mengenai komunitas dan viral marketing
yang merupakan bentuk penyampaian word of mouth yang tepat bagi pemasaran
produk-produk cult brand, khususnya pada penjualan jersey sepakbola.

ABSTRACT
The objective of this research is to identify the marketing process of cult brand
products through word of mouth. The main concept of ?cult brand? is the loyalty
towards a particular brand while the main concept of ?word of mouth? is
communication in the form of either conversation or testimonial conducted by person
conversing about a particular product or service. Also related to this research is the
fanaticism in Football, Football brand as cult brand, Football jersey as Football
symbol as well as community in Football. Qualitative research method is employed in
this research with sellers and owners of jerseys?all of them members Jersey
Forumotion community?as interviewees. The main conclusion of this research is
about the community and viral marketing, which are forms of word of mouth suitable
for the purpose of cult brand products marketing, particularly on Football jersey sales, The objective of this research is to identify the marketing process of cult brand
products through word of mouth. The main concept of ‘cult brand’ is the loyalty
towards a particular brand while the main concept of ‘word of mouth’ is
communication in the form of either conversation or testimonial conducted by person
conversing about a particular product or service. Also related to this research is the
fanaticism in Football, Football brand as cult brand, Football jersey as Football
symbol as well as community in Football. Qualitative research method is employed in
this research with sellers and owners of jerseys—all of them members Jersey
Forumotion community—as interviewees. The main conclusion of this research is
about the community and viral marketing, which are forms of word of mouth suitable
for the purpose of cult brand products marketing, particularly on Football jersey sales]

 File Digital: 1

Shelf
 T44172-Anjar Setyokusumo Sudjarwo.pdf :: Unduh

LOGIN required

 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T44172
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2015
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xii, 153 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T44172 15-17-025856796 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20415461
Cover