Penggunaan Brand Community sebagai Alat Komunikasi Pemasaran:(Studi Komparatif PT. Astra Internasional - Honda dan PT. Yamaha Indonesia Motor Manufacturing).

PRATIWI, Ambar, Kuskridho Ambardi

2014 | Tesis | Ilmu Komunikasi

ABSTRACT Market changing nowadays demands business owners to adjust their marketing strategy in order to win the market. On this decade, market tends to be horizontal, thus the consumers are no longer consider the information from the manufacturers as a trustworthy source, especially advertisement because of its promoting nature. The consumers do not rely the information on marketer from the company anymore. They tend to be more persuaded by the recommendation from a group or a community that they consider are expert on the related field. Moreover, the speed of informations inside the community can be immensely quick because of the Word of Mouth they use for spreading the info. The community roles as a communication marketing tool are oftenly being disregarded by the business owners. They used to think that communities are just another phenomenon emerges from consumers loyalty. Meanwhile, the companies that realize benefit potential from the rising of consumer communities try to develop their community so that they can be a partner to promote their brand or product. Based on that, this research aims to examine deeper about the use of brand community as a marketing communication tool at PT. Astra International-Honda and PT. Yamaha Indonesia Motor Manufacturing as well as comparing the use on both companies.

Kata Kunci : Komunikasi Pemasaran