ANALYZING BRAND AWARENESS OF HARLEY DAVIDSON SHOP : A CASE STUDY OF PT SILIWANGI HARLEY DAVIDSON BANDUNG

• Main Author: Wardhana, Sokha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51915
• Institution: Institut Teknologi Bandung

Marketing strategy has an important role in a company. Marketing Strategy is a marketing mindset that will be used to achieve its marketing goals. Marketing strategy contains specific strategies for target markets, positioning, marketing mix and the amount of marketing expenses. Marketing strategy and awareness is actually connected to each other, It is proven that when marketing strategies, especially in marketing communication, can affect brand awareness if all elements involved in it play an optimal role and function. Likewise, at PT. Siliwangi Harley Davidson, marketing strategy is very important to create brand awareness to support product sales. This study aims to give the best marketing strategies of PT. Siliwangi Harley Davidson in order to increase the brand awareness of PT. Siliwangi Harley Davidson especially in West Java as their target market. Key information is obtained from distributing forms to thirty samples of random people in West Java and also from employees of PT. Siliwangi Harley Davidson which has a connection with marketing strategies. This study uses qualitative research which is phenomenological method. In-depth interviews use to get the deep information about marketing of PT. Siliwangi Harley Davidson from the informants. The data are processed using two step which are textural analysis and then structural analysis. The result of textural analysis show that PT. Siliwangi Harley Davidson has done four marketing strategies which are event marketing strategy, offline marketing strategy, social marketing strategy, referral marketing strategy, and SEO marketing strategy. They haven’t done two more marketing strategies which are inbound marketing strategy and email marketing strategy. The SWOT and TOWS of PT. Siliwangi Harley Davidson also being analyzed in this study to finally get the useful suggestion of creating the best marketing strategies of PT. Siliwangi Harley Davidson.