social media as a marketing communication tool to raise

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HERITAGE

By

Hardianti Kartika 1-6110-014

BACHELOR’S DEGREE in

STUDY PROGRAM COMMUNICATION AND PUBLIC RELATIONS FACULTY OF BUSINESS ADMINISTRATION & HUMANITIES

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia August 2015

Revision after the Thesis Defense on 7^th Aug 2015

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STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Hardianti Kartika

________________________________________________ _______________

Student Date

Approved by:

Loina Lalolo Krina Perangin-angin,S.Sos., M.Si

________________________________________________ ______________

Thesis Advisor Date

Prof. Eric Jos Nasution, MBA, MA, Ph.D

________________________________________________ ______________

Dean Date

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ABSTRACT

SOCIAL MEDIA AS A MARKETING COMMUNICATION TOOL TO RAISE AWARENESS OF BANTEN’S BATIK AS A PART OF INDONESIA’S HERITAGE

By

Hardianti Kartika

Loina Lalolo Krina Perangin-angin, S.Sos., M.Si, Advisor SWISS GERMAN UNIVERISTY

Nowadays, most people only know that batik comes from Java. Without them knowing, batik is also coming from the area of Banten and has a motif as unique and nice as batik from the other regions. Therefore some producers and distributors of Banten’s batik use social media as a marketing communication tool to raise awareness of Banten’s batik as a part of Indonesia’s heritage.

Qualitative research and observational study is the methodology applied in this thesis.

Through group discussions and interviews with fours producer and distributor of Banten's batik, the research found that social media can be a marketing communication tool to raise awareness of Banten's batik.. Transcript of focus group discussion and in-depth interview results is used as collecting data and will be analyze by Table of Triangulation.

After performing the method in this research, at its end there is a result that proves that social media is very useful as a marketing tool to raise awareness of Banten's batik as a part of Indonesia's heritage. Of all existing types of social media, Facebook and Website more useful as a marketing communication tool to raise awareness of Banten's batik.

Keywords: Banten’s batik, Social Media, Marketing Communication Tool

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DEDICATION

My Beloved parents HANDOKO BUDIHARDJO

&

HENNY KARTINI ODANG

My Beloved Brother HADIANTO BUDIHARDJO

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ACKNOWLEDGEMENTS

I wish to express my greatest gratitude to almighty God for the blessing and guidance throughout the completion of this thesis. I would also like to express my gratitude to the following people who have given big influence in the creation of this thesis and helped me in completing this thesis.

1. Mr. Handoko Budihardjo, Mrs. Henny Kartini Odang and one (1) of my brother, Hadianto Budihardjo, who always endlessly support me to complete this thesis. I loves you more than any word can express.

2. Special thank you to Mrs. Loina Krina Peranginangin for being a head of department Communication & Public Relation; and also being great lecturer and advisor for me. You always give me helpful yet valuable guidance and knowledge that are greatly beneficial to my further education and career.

3. Mr. Matthias Reese, Mrs. Julia Lonan, Mrs. I Made Tasya Nuarta, Ms. Leoni Rachmawati, Mr. Ketut Arnaya and other Swiss German University lecturers, thank you for the knowledge and experience given for almost four years so it can be very beneficial to me.

4. Dearest friends of mine, Calvin Cali, Arnoldus Janssen, Aaron Lee Alifen, Geraldi Kusuma, Bram Reanson, Maria Benita, Chris Tjandra, Aldillla Stephanie and Sebastian Ray. Thank you for being with me through my study and for giving me supports, spirits, and helps when I needed that.

5. All my Swiss German University friends and Swiss German University staffs.

Thank you very much.

6. Internet, Wikipedia, Youtube, Google, and other websites and blogs that help me to gain knowledge for the sake of completion of this thesis.

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TABLE OF CONTENTS

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 9

CHAPTER 1 – INTRODUCTION ... 10

1.1 BACKGROUND ... 10

1.2 RESEARCH PROBLEM ... 14

1.3 RESEARCH QUESTION ... 15

1.4 RESEARCH PURPOSE ... 16

1.5 SCOPE AND LIMITATION ... 16

1.6 SIGNIFICANT OF STUDY ... 17

CHAPTER 2 - LITERATURE REVIEW ... 18

2.1 MARKETING COMMUNICATION ... 18

2.1.1 Definition of Marketing Communication ... 18

2.1.2 Marketing Mix ... 20

2.2 SOCIAL MEDIA ... 25

2.2.1 Definition of Social Media ... 25

2.2.2 Type of Social Media ... 30

2.3 BRAND AWARENESS ... 35

2.3.1 Definition of Brand Awareness ... 35

2.3.2 Process of Brand Awareness ... 39

CHAPTER 3 – RESEARCH METHODS ... 41

3.1 TYPES OF STUDY ... 41

3.2 UNIT OF ANALYSIS ... 42

3.3 POPULATION SAMPLES ... 43

3.4 DATA COLLECTING TECHNIQUE ... 45

3.5 DATA ANALYSIS TECHNIQUE ... 48

CHAPTER 4 – RESULTS AND DISCUSSIONS ... 51

4.1 BANTEN’S BATIK ... 51

4.2 FINDINGS ... 54

4.2.1 Business Background ... 54

4.2.2 Social Media as Marketing Communication Tool can Raise Awareness of Banten’s Batik ... 57

4.2.2.1 Objective ... 62

4.2.2.2 Usage of Social Media as Marketing Communication Tool ... 64

4.2.2.3 Advantage in Using Social Media ... 66

4.2.2.4 Disadvantage in Using Social Media ... 68

4.2.3 The Types of Social Media that can Raise Awareness of Banten’s Batik ... 69

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4.3 DISCUSSION ... 71

CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 75

5.1 CONCLUSION ... 75

5.2 RECOMMENDATION ... 77

GLOSSARY ... 78

REFERENCES ... 79

APPENDICES ... 84

CURRICULUM VITAE ... 115