Sandra Ayu Nizar (2021) KOMUNIKASI PEMASARAN DAIKIN INDONESIA DALAM BENTUK WEB SERIES YOUTUBE ‘NIKAH MILENIAL’ SEBAGAI PROMOSI PRODUK UNTUK GENERASI MILENIAL. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Marketing communication is an activity that aids in the sale of products. However, as
time and technology have progressed, product marketing has taken on a variety of
shapes. As a result, people are forced to promote in a unique way in order to sell ideas
or concepts. Companies employ these distinctive ideas and concepts to communicate a
product, such as advertising in the form of Web Series. Several prominent corporations
have adopted Web Series. Daikin Indonesia, for example, is an air conditioning
manufacturer. To further market segmentation, the corporation generates Web Series
commercials on the social media platform YouTube. As a result, the researcher would
like to conduct a study titled "Daikin Indonesia Marketing Communications in the Form
of the Youtube Web Series 'Millennial Marriage' as Product Promotion for the
Millennial Generation". Because the data and facts obtained are in the form of words
and pictures, this study employs qualitative research and a descriptive methodology.
The information about the findings was gathered from a variety of sources. Interviews
and documentation studies were used to gather information for the findings. Source
triangulation can be used to check the data's veracity. According to the findings of this
study, Daikin Indonesia's marketing communication strategy is in line with marketing
communication theory, including SWOT analysis (Strengths, Weaknesses,
Opportunities, Threats), the 7P marketing mix (Product, Price, Place, Promotion,
People, Process, Physical Evidence), STP (Segmentation, Targeting, Potioning), and
New Media.

Dosen Pembimbing: Ayu Amalia, S.Sos., M.Si | NIDN0621018401
Item Type: Thesis (S1)
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Ilmu Komunikasi
Depositing User: Unnamed user with email robi@umy.ac.id
Date Deposited: 06 Nov 2021 02:50
Last Modified: 06 Nov 2021 02:50
URI: https://etd.umy.ac.id/id/eprint/6238

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