Strategi Komunikasi Pemasaran Co-Branding McDonald's BTS Pada Program BTS Meal. (McDonald's BTS Co-Branding Marketing Communication Strategy in The BTS Meal Program).

Mursid, Lucky Febriani (2022) Strategi Komunikasi Pemasaran Co-Branding McDonald's BTS Pada Program BTS Meal. (McDonald's BTS Co-Branding Marketing Communication Strategy in The BTS Meal Program). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The emergence of the Covid-19 pandemic from August 2019 to the end of 2022 has not really disappeared and of course the pandemic has had a big impact on various fields, especially business. As the second largest fast food company in the world after Subway, McDonald's also experienced a decline in sales. That's what makes McDonald's management develop strategies to attract new customers and retain old customers. The marketing strategy chosen by McDonald's is co-branding with the boy band BTS with the BTS Meal program. In this study, researchers used qualitative research methods with the type of literature study research and were assisted by AIDA theory and the STP concept to determine the BTS Meal cobranding marketing communication strategy. The results of the study show that McDonald's targets quite specific consumers, namely BTS fans or commonly called ARMY who are known to be very loyal, passionate and have high loyalty to their idols. The BTS Meal Attention program is carried out by creating interesting content regarding product information on several platforms such as through television, Instagram, Youtube, TikTok and Twitter, posters and banners. Interest, by giving access to consumers to be able to enjoy behind-the-scenes content on the process of making BTS Meal advertisements, photo series of all BTS members, and virtual flipbooks of BTS members through the McDonald's application. Desire, informs consumers via posters that the BTS Meal collaboration program will not last long. Meanwhile, Action, McDonald's makes it easy for consumers to be able to obtain BTS Meal products through online applications such as Go Food, Grab Food, McDelivery, Shopee Food and Drive Thru services. Keywords : Strategy, Marketing Communication, Co-Branding, AIDA, STP.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi, Komunikasi Pemasaran, Co-Branding, AIDA, STP
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User:	1151800006 Lucky febriani mursid
Date Deposited:	15 Mar 2023 06:21
Last Modified:	15 Mar 2023 06:21
URI:	http://repository.untag-sby.ac.id/id/eprint/21410

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