PENGGUNAAN INTERNET MARKETING DALAM MEMBENTUK BRAND ASSOCIATION (STUDI DESKRIPTIF PADA BRAND COKELAT NDALEM)

ELYAS NUR KHOLIK , NIM. 10730013 (2014) PENGGUNAAN INTERNET MARKETING DALAM MEMBENTUK BRAND ASSOCIATION (STUDI DESKRIPTIF PADA BRAND COKELAT NDALEM). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

The Internet is a technology that is the result of today's modern world of course also make it easier for everyone to be able to carry out activities in the field of marketing. Internet marketing is present as a new media in the marketing communication process, of course, has a positive impact with unique properties brought media to a global audience. Relatively low cost and large payload information are the two main points benefits of internet marketing. So many use as a medium in the marketing communication process. Association on a brand will be stronger when based on a lot of experience or sighting to communicate. A memory or association not only exist but has a degree of strength. Cokelat nDalem as a brand that was launched on March 1, 2013 using internet marketing as a medium for marketing communication aims to create brand association. The purpose of this study was designed to determine how the use of internet marketing of brand association Chocolate nDalem form. The method used is descriptive qualitative data collection techniques through in-depth interviews to the managers of Cokelat nDalem internet marketing. The results of the study explained that the use of internet marketing in accordance seven points on the intended use of internet marketing as a marketing communication medium Cokelat nDalem. Brand association is formed based on the values that are the result of collaboration points intended use of internet marketing. Researchers suggestion is to maximize the final point about the increased disktibusi information with affiliate system information so that further strengthens the association formed in the minds of consumers.

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