Putri, Jessica Wandita
Metacommunication: Journal of Communication Studies

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PEMBENTUKAN BRAND PT ANGKASA PURA RETAIL SEBAGAI PERUSAHAAN TRAVEL RETAIL DI INDONESIA Putri, Jessica Wandita; Hafiar, Hanny; Subekti, Priyo
Metacommunication: Journal of Communication Studies Vol 3, No 1 (2018): Maret
Publisher : Metacommunication: Journal of Communication Studies

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Abstract

ABSTRACT                 PT. Angkasa Pura Retail is a subsidiary from Angkasa Pura I(State Owned Enterprise) and a new retail company in Indonesias Airport who runs in the field of sales (duty free, duty paid, food and beverages) and markets (graphic design, media placement, event activation . But, people still assume that PT. Angkasa Pura Retail is a company that runs in the field of aviation. Therefore, PT. Angkasa Pura Retail do some ways that can establish brand. The aim of this study is to understand the process of developing brand in PT. Angkasa Pura Retail. The method used is descriptive with qualitative data. Data collection and research conducted in observation, structured interview, and library research. The result of this study shows that public relations division of PT. Angkasa Pura Retail in developing brand started from brand identity, brand meaning, brand response and brand relationship. Brand identity, brand response and brand relationship phases are not yet optimized. From this study, feedback suggested is that the company should put the logo of PT. Angkasa Pura Retail on their own products, so their products will have a strong identity.Keywords:  The Establishment of Brand, Brand Resonance Model, Travel Retail  ABSTRAK  PT. Angkasa Pura Retail merupakan anak perusahaan dari Angkasa Pura I (Persero) dan perusahaan retail baru di Bandara Indonesia yang bergerak di bidang usaha penjualan (duty free, duty paid, food and beverage) dan dibidang pemasaran (desain grafis, media placement, event activation). Namun, masih banyak masyarakat yang menganggap bahwa PT. Angkasa Pura Retail adalah perusahaan yang bergerak di bidang penerbangan. Oleh karena itu, PT. Angkasa Pura Retail melakukan sejumlah cara yang dapat membentuk brand. Penelitian ini bertujuan untuk mengetahui proses pembentukan brand di PT. Angkasa Pura Retail. Metode yang digunakan adalah deskriptif dengan data kualitatif. Pengumpulan data penelitian dilakukan dengan cara observasi, wawancara mendalam dan studi kepustakaan. Hasil penelitian menunjukan bahwa Divisi Public Relations PT. Angkasa Pura Retail dalam membentuk brand mulai dari tahapan brand identity, brand meaning, brand response, brand relationship. Kesimpulan dari penelitian ini pada tahap brand identity, brand response, dan brand relationship upaya yang di lakukan oleh PT. Angkasa Pura Retail masih belum optimal. Dari hasil penelitian ini, saran yang diberikan adalah PT. Angkasa Pura Retail sebaiknya perusahaan menempatkan logo perusahaan pada produk yang dimilikinya agar identitas akan produk tersebut menjadi kuat.Kata Kunci: Pembentukan Brand, Brand Resonance Model, Travel Retail.