Brand Awareness Strategy: Role of Blackberry Messenger(Case in Sumber Tiket Murah Travel: PIN 2144C41F)
Abstract
The purposes of this research is to explore the role of Blackberry Messenger (BBM) as one of marketing
communication`s tool by analyzing Sumber Tiket Murah travel strategy in advertising its brand. BBM belongs to
Blackberry Smartphone application and nowdays recently used as mobile sales promotion. The level of brand
awareness is the output based on four stages e.g recognition, recall, top of mind, brand dominance. It used a
qualitative approach using a written interview to gather information through 10 (ten) informants as the sample.
The stages of data analysis were followed by data collection and subsequent data reduction which was
implemented to present the data and drawing conclusions. Particular attention was given to analyze the role of
BBM as one of the marketing communication which expressed through BBM and also as shown in the qualitative
research interview.
The analysis concludes that there were four main conclusions. The result from the interview showed that the
informants were aware about Sumber Tiket Murah as a travel agent provides the cheapest price for airline tickets
their purchased. They also stated that Sumber Tiket Murah was proper to referenced to colleagues or friends.
Moreover, the results also indicate that they found ticket information from other agents (eg. MMBC, Terminal
Tiket and others). But another informants were also loyal to Sumber Tiket Murah. It was because Sumber Tiket
Murah have some uniqueness, such as trustworthy, always provide cheaper tickets, discount prices, sale
promotion by quiz, and can perform other transactions besides selling airlines ticket.
Based on this research Sumber Tiket Murah has reached the stage brand recall. The travel experience shows
that maintaining consumers more difficult than look for new customers. Although informants stated they aware
about Sumber Tiket Murah travel because of its uniqueness, but Sumber Tiket Murah has not become the
dominant brand among informants yet. Therefore, Sumber Tiket Murah need to have unique characteristics that
are spesific, such as providing souvenirs from various regions in Indonesia. Otherwise, Sumber Tiket Murah must
be able to maintain uniqueness that already exist today. Moreover, by expanding the lines of business, it will
increase brand awareness of Sumber Tiket Murah.
Keywords
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