A, Yuliani (2025) Brand Identity PT Astra Internasional Tbk Toyota Sales Operation Auto2000 Cibiru Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
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Abstract
INDONESIA : Brand Identity merupakan representasi visual dan konseptual yang mencerminkan karakter, nilai, filosofi dari suatu perusahaan. Brand identity menjadi elemen fundamental yang menciptakan citra perusahaan. Brand identity Auto2000 Cibiru membentuk reputasi yang positif sehingga memudahkan konsumen untuk mengenali dan mengingat produk atau layanan yang ditawarkan. Pengelolaan identitas merek yang baik tidak hanya memudahkan pengenalan dan ingatan produk, tetapi juga memperkokoh reputasi melalui proses interaksi berulang dan dukungan emosional konsumen terhadap merek. Penelitian ini bertujuan untuk mengetahui gambaran pelaksanaan Brand Identity PT Astra Internasional Tbk Toyota Sales Operation Auto2000 Cibiru Bandung melalui model Brand Identity Prism dimensi pertama yakni the constructed source and the constructed receiver yang dikemukakan oleh Kapferer tahun 1992. Model ini terdiri dari dua dimensi yang mana pada dimensi pertama terdapat empat elemen yakni physique, personality, reflections, dan self-image. Penelitian ini dilakukan berdasarkan metode kualitatif deskriptif dan menggunakan paradigma kontruktivistik, untuk mendeskripsikan hasil peneliatian sesuai dengan fakta dan rinci sesuai dengan tujuan dari penelitian ini. Penelitian dilakukan dengan menggunakan Teknik pengumpulan data melalui observasi pasif wawancara mendalam dan dokumentasi. Hasil penelitian menjelaskan bahwa Auto2000 Cibiru Bandung dalam melaksanakan brand identity mencakup 1) Elemen physique yang berfokus pada tagline “Cibiru Aja!”. 2) Elemen personality yang membahas karakteristik perusahaan yakni easy, personal, realable, tuntas dan professional. 3) Elemen reflections yang terbagi menjadi dua klasifikasi yakni customer yang royal, dan customer yang loyal dan praktis. 4) Elemen self-image terbagi menjadi dua klasifikasi yakni customer yang memposisikan dirinya sebagai customer yang bersifat rasional dan praktis, dan customer yang bersifat loyal, bijak, dan berpengalaman. Brand Identity pada PT Astra Internasional Tbk Toyota Sales Operation Auto2000 Cibiru Bandung diimplementasikan sebagai upaya mempertahankan citra perusahaan yang positif dan menjaga kepercayaan pelanggan dengan konsisten melakukan branding baik secra konvensional maupun secara digital. ENGLISH : Brand Identity is a visual and conceptual representation that reflects the character, values, and philosophy of a company. Brand identity is a fundamental element that creates a company's image. Auto2000 Cibiru's brand identity forms a positive reputation, making it easier for consumers to recognize and remember the products or services offered. Good brand identity management not only facilitates product recognition and recall, but also strengthens reputation through repeated interaction processes and consumer emotional support for the brand. This study aims to determine the description of the implementation of Brand Identity of PT Astra Internasional Tbk Toyota Sales Operation Auto2000 Cibiru Bandung through the first dimension of the Brand Identity Prism model, namely the constructed source and the constructed receiver proposed by Kapferer in 1992. This model consists of two dimensions, in which the first dimension contains four elements, namely physique, personality, reflections, and self-image. This research was conducted based on descriptive qualitative methods and using constructivist paradigms, to describe the research results according to the facts and in detail according to the objectives of this study. The research was conducted using data collection techniques through passive observation, in-depth interviews, and dokumentations. The results of the study explain that Auto2000 Cibiru Bandung in implementing brand identity includes 1) Physical elements that focus on the tagline "Cibiru Aja!". 2) Personality elements that discuss the characteristics of the company, namely easy, personal, reliable, complete and professional. 3) Reflection elements which are divided into two classifications, namely loyal customers, and loyal and practical customers. 4) Self-image elements are divided into two classifications, namely customers who position themselves as rational and practical customers, and loyal, wise, and experienced customers. Brand Identity at PT Astra Internasional Tbk Toyota Sales Operation Auto2000 Cibiru Bandung is implemented as an effort to maintain a positive company image and maintain customer trust by consistently branding both conventionally and digitally.
Item Type: | Thesis (Sarjana) |
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Uncontrolled Keywords: | Corporate Branding; Brand Identity; Auto2000 Cibiru Bandung. |
Subjects: | Business > General Publications of Business Business > Personal Success in Business |
Divisions: | Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat |
Depositing User: | Yuliani A |
Date Deposited: | 28 Jul 2025 01:43 |
Last Modified: | 28 Jul 2025 01:43 |
URI: | https://digilib.uinsgd.ac.id/id/eprint/113454 |
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