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Abstrak :
Banyak studi menunjukan bahwa reference group memiliki pengaruh positif terhadap peningkatan brand equity dan brand preference. Tugas karya akhir ini bertujuan untuk membuat rancangan program promosi untuk Shabu Siy, merek restoran all you can eat Jepang, berbasiskan studi mengenai hubungan positif ketiga komponen tersebut. Rancangan program promosi akan berfokuskan untuk meningkatkan empat dimensi brand equity yang meliputi 1) kesadaran merek 2) asosiasi merek 3) persepsi nilai 4) loyalitas merek dan brand preference. Rancangan program promosi akan dipantau dan dievaluasi melalui platform analitik digital dan kuesioner daring untuk mengukur peningkatan tiap dimensi brand equity dan brand preference. ......Many studies show that reference groups have positive influences on increasing brand equity and brand preference. This final project aims to design a promotional program for Shabu Siy, a Japanese all you can eat restaurant brand, based on a study of the positive relationship between the three components. The promotion program plan will focus on increasing the four dimensions of brand equity which include 1) brand awareness 2) brand associations 3) perceived value 4) brand loyalty and brand preference. Promotional program plan will be monitored and evaluated through digital analytic platforms and online questionnaires to measure improvements in each dimension of brand equity and brand preference.

Abstrak :
Penelitian ini bertujuan untuk mengetahui Implementasi Keterbukaan Informasi Publik pada Instansi Pemerintah pada website Kantor Pelayanan Perbendaharaan Negara KPPN Tasikmalaya. Adapun yang melatarbelakangi penelitian ini adalah pentingnya melakukan keterbukaan informasi publik oleh instansi pemerintah yang sekarang ini sudah didukung dengan adanya perkembangan teknologi, lebih khususnya website. Pertanyaan dalam penelitian ini adalah bagaimana pengimplementasian keterbukaan informasi puublik oleh KPPN Tasikmalaya melalui website. Penelitian ini menjelaskan bagaimana beberapa pasal pada UU No. 14 Tahun 2008 atau Undang Undang Keterbukaan Informasi Publik UU KIP tentang Keterbukaan Informasi Publik diimplementasikan oleh KPPN Tasikmalaya, yaitu aturan mengenai informasi yang wajib disampaikan oleh Badan Publik dan informasi yang disediakan secara berkala.

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This research aims to acknowledge the Implementation of Public Information Disclosure on Government Agencies in State Treasury Service Office KPPN of Tasikmalaya rsquo s Website. There is also a background to this research is the importance of doing public information disclosure by government agencies which now is supported with the existence of technological development, more spesific in website. The question in this research is how to implement the disclosure of public information by KPPN Tasikmalaya through website. This research explains how some articles in Act number 14 year 2008 or Act of Public Information Disclosure UU KIP about the disclosure of public information which implemented by KPPN Tasikmalaya, which is the rule regarding information that shall be informed by Public Agency and information which is provided on a regular basis.

Abstrak :
Artikel ini memberikan wawasan tentang dampak Brand Extensions terhadap Brand Equity, yang berfokus pada RANS Entertainment. Studi ini menemukan bahwa Parent Brand Equity, Perceived Fit, dan Parent Value Equity berdampak positif pada Brand Extensions Attitude, yang pada gilirannya memiliki dampak langsung yang kuat pada Change in Parent Brand Equity. Studi ini menunjukkan bahwa perusahaan harus fokus dalam membangun Brand Equity dan Value Equity yang kuat, memastikan Perceived Fit, dan menciptakan Brand Extensions Attitude yang diinginkan untuk memperkuat Parent Brand Equity secara keseluruhan. Temuan dari penelitian ini bermanfaat untuk penelitian lebih lanjut mengenai topik ini, secara khusus untuk RANS Entertainment. Penelitian di masa depan dapat berfokus pada analisis pesaing dan menambahkan faktor lain ke dalam indikator penelitian. ......This article provides insight into the impact of Brand Extensions on Parent Brand Equity, focusing on RANS Entertainment. This study found that Parent Brand Equity, Perceived Fit, and Parent Value Equity have a positive impact on Brand Extension Attitudes, which in essence has a direct and strong impact on Change in Parent Brand Equity. This study suggests that companies should focus on building strong Brand Equity and Value Equity, ensuring Perceived Fit, and create a desireable Brand Extensions Attitude to strengthen their overall Parent Brand Equity. The findings from this study are useful for further research on this topic, specifically for RANS Entertainment. Future research can focus on competitor analysis and adding other factors to research indicators.

Abstrak :

Profil Robries
Robries Gallery, didirikan pada 2015 oleh Syukriatun Niamah dan koleganya, bertujuan mengubah perspektif tentang sampah plastik melalui edukasi dan menciptakan produk bernilai dari limbah. Mereka mengusung konsep "rethink and recreate out of waste material" dan telah berkolaborasi dengan lebih dari 100 klien di berbagai negara. Selain bekerja sama dengan bank sampah dan komunitas lingkungan, Robries juga berkolaborasi dengan pemerintah dan lembaga untuk mendaur ulang limbah, menciptakan lingkungan sehat, serta mengubah sampah plastik menjadi produk artistik. Produk yang dihasilkan mencakup dekorasi rumah, perhiasan, alat makan, hingga filamen untuk pencetakan 3D.

Analisis Situasi
Media komunikasi yang digunakan Robries adalah Website dan Instagram. Website Robries terdiri dari beberapa halaman dengan substansi yang berbeda. Mulai dari memberikan informasi dasar tentang produk, proyek, dan informasi tentang Robries. Selain website, Robries aktif menggunakan Instagram sebagai platform komunikasi interaksi dua arah. Kontennya cukup bervariasi, yakni informasi tentang produk, proyek, kolaborasi, edukasi tentang sampah plastik, serta promosi acara dan kegiatan Robries. Berdasar pada analisis pasar, Ecollabo8 merupakan pesaing yang bergerak di industri yang sama. Sementara itu, wawancara dengan konsumen menunjukkan bahwa belum adanya keinginan untuk membeli disebabkan oleh beberapa faktor. Faktor tersebut berupa belum adanya urgensi dalam pembelian, keraguan akan kualitas, belum pernah melihat produk secara langsung.

 

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Robries' Profile
Robries Gallery, founded in 2015 by Syukriatun Niamah and colleagues, aims to change perspectives on plastic waste through education and creating valuable products from waste. They carry the concept of "rethink and recreate out of waste material" and have collaborated with more than 100 clients in various countries. Apart from collaborating with waste banks and environmental communities, Robries also collaborates with governments and institutions to recycle waste, create a healthy environment, and turn plastic waste into artistic products. The products produced include home decorations, jewellery, cutlery, and even filament for 3D printing.

Situation Analysis
The communication media used by Robries are websites and Instagram. The Robries website consists of several pages with different substances. Starting from providing basic information about products, projects, and information about Robries. Apart from the website, Robries actively uses Instagram as a two-way interaction communication platform. The content is quite varied, namely information about products, projects, collaborations, education about plastic waste, as well as promotion of Robries events and activities. Based on market analysis, Ecollabo8 is a competitor operating in the same industry. Meanwhile, interviews with consumers showed that the lack of desire to buy was caused by several factors. These factors include lack of urgency in purchasing, doubts about quality, never having seen the product in person.

Goal
Make people who are already interested in Robries products want to own Robries products.

Strategy
Using experience marketing to provide experiences to see, try, and make Robries products which are divided into 3 phases, namely Pre-Experience, Consumer Experience, and Post Experience.

Target Consumer
This program targets:

Key Message
"Waste into Wonder"

Schedule
17 - 25 February 2023

Budget
Rp61,827,000

Evaluation
KPI:

• Increased engagement rate to more than 2.7%
• There are more than 100 likes for each upload
• There are more than 5 comments on each upload
• The showcase room is attended by more than 50 visitors a day
• More than 50% of participants who attended became more confident and wanted to buy Robries products which will be measured through a post survey
• There are more than 10 registrants in one workshop session
• More than 50% of participants who attended had a better understanding of product quality
• There are more than 100 likes for each upload
• There are more than 5 comments on each upload