CD Skripsi

Strategi Komunikasi Pemasaran Melalui Collaborative Marketing Nutrihub Pekanbaru Dengan Komunitas Pageant Dalam Meningkatkan Brand Image Lokalate Sebagai #Sobatmelekgue

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Collaborative marketing communication strategies are increasingly being applied by various brands in the digital era to expand market reach and strengthen brand image. In its marketing activities, Lokalate through Nutrihub Pekanbaru seeks to maximize collaborative marketing strategies to improve its brand image as #sobatmelekgue. The purpose of this research is to analyze the event collaboration, content collaboration and joint promotion strategies applied by Nutrihub Pekanbaru with the pageant community in improving Lokalate's brand image as #sobatmelekgue.
This research used qualitative method with descriptive approach. The research subjects consisted of 8 informants who were determined using purposive techniques, namely employees of Nutrihub Pekanbaru, pageant community and consumers. Data collection techniques were interviews, non-participant observation and documentation. The data analysis technique used the Miles and Huberman model. The results of this study show that there are 3 collaborative marketing strategies carried out by Pekanbaru nutrihub with the pageant community in improving Lokalate's brand image as #sobatmelekgue, namely event collaboration, content collaboration and joint promotion strategies.
The event collaboration strategy is in the form of workshops, sponsorship and product launching. The content collaboration strategy is in the form of distributing event flyers, making marketing videos, challenge collaboration and making press releases, as well as joint promotion strategies, which are carried out by Nutrihub Pekanbaru with the pageant community by bundling products on ticket sales for pageant community selection events and sponsorship. The collaborative marketing strategy carried out by Nutrihub Pekanbaru succeeded in increasing Lokalate's brand image among young people. The collaboration with the pageant community had a positive impact on consumer engagement and expanded the marketing reach of Lokalate products. In addition, the utilization of the pageant community as a promotional partner helped in the efficiency of marketing costs and strengthened Lokalate's position as a contemporary coffee that is relevant to the lifestyle of young people.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101113751

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101113751

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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