Komunitas Sebagai Brand Ambasador:(Studi kasus Komunitas sebagai Brand Ambasador PT. Astra Honda Motor)

Advan Adrianda , Nunung Prajarto

2016 | Tesis | Ilmu Komunikasi

ABSTRACT This research is motivated by the increasing emergence of the middle class and consumption levels are also increased, one of which is the need of the motorcycle. On the other hand, competition in the motorcycle industry in Indonesia is tighter, so as to attract consumers, required special marketing communication strategy. The study used a qualitative approach with descriptive methods. Data were collected through interviews, observation and document tracking. The object of the research is the pemotor who joined the motorcycle community named Honda Vario Club (HVC). The results showed: (1) the establishment of a brand community HVC follow the basic principles of community building brands, namely consciousness of kind, rituals and traditions, and moral responsibility; (2) The practice of marketing communication is done by Honda was still using the conventional media by relying on advertising in the mass media. However, in line with developments in information technology, Honda also utilizing social media as a means to advertise at once holding the motorcycle community to get closer to the producer / manufacturer to the consumer; (3) The Community is the principal point of reference for users and potential users if the candidates want to find information about products of the brand vii

Kata Kunci : Iklan - Merk