ࡱ > ! bjbjJJ HJ ( ( 4 N N m m m 8 e 4 l " ) - / / / / / / $ Ȇ j F S m 1 1 1 S h ! ! ! 1 ^ V m - ! 1 - ! ! o w N Mr L ~ 0 r w w m Ix 1 1 ! 1 1 1 1 1 S S ! 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 N W : ! DAFTAR ISI HYPERLINK \l "_Toc441826407" HALAMAN SAMPUL i HYPERLINK \l "_Toc441826407" HALAMAN JUDUL ii TOC \o "1-1" \h \z \u \t "Heading 2,1,Heading 3,3,Heading 4,7" HYPERLINK \l "_Toc442946466" HALAMAN PENGESAHAN iii HYPERLINK \l "_Toc442946466" LEMBAR PERNYATAAN iv HYPERLINK \l "_Toc442946466" ABSTRAK v HYPERLINK \l "_Toc442946466" ABSTRACT vi HYPERLINK \l "_Toc442946466" KATA PENGANTAR vii HYPERLINK \l "_Toc442946467" DAFTAR ISI ix HYPERLINK \l "_Toc442946468" DAFTAR GAMBAR xi HYPERLINK \l "_Toc442946469" DAFTAR TABEL PAGEREF _Toc442946469 \h vii BAB I HYPERLINK \l "_Toc442946471" PENDAHULUAN 1 HYPERLINK \l "_Toc442946472" 1.1. Latar Belakang Penelitian 1 HYPERLINK \l "_Toc442946476" 1.2 Fokus Penelitian 7 HYPERLINK \l "_Toc442946477" 1.3 Tujuan Penelitian 8 HYPERLINK \l "_Toc442946478" 1.4 Manfaat Penelitian 8 1.4.1 Aspek Teoritis 8 1.4.2 Aspek Praktis 8 HYPERLINK \l "_Toc442946479" 1.5 Tahapan Penelitian 8 HYPERLINK \l "_Toc442946479" 1.6 Lokasi dan Waktu Penelitian 9 BAB II HYPERLINK \l "_Toc442946481" TINJAUAN PUSTAKA 10 2.1 Penelitian Terdahulu 10 2.1.1 Skripsi 10 2.1.2 Jurnal Nasional 13 2.1.3 Jurnal Internasional 15 2.2 Tinjauan Teori 17 2.2.1 Pemasaran 17 2.2.2 Strategi Pemasaran 19 2.2.3 Brand 23 2.2.1.3 Rebranding 29 2.2.4 Komunikasi 33 2.2.4.1 Media Baru 32 2.2.4.2 Media Sosial 33 2.3 Kerangka Pemikiran 38 BAB III METODE PENELITIAN 39 3.1 Paradigma Penelitian 39 3.2 Metode Penelitian 39 3.3 Subjek Penelitian 41 3.3.1 Visi dan Misi 42 3.3.2 Struktur Organisasi 43 3.4 Objek Penelitian 43 3.5 Unit Analisis 44 3.6 Informan 44 3.7 Pengumpulan Data 45 3.8 Teknik Keabsahan Data 46 3.9 Teknik Analisis Data 47 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 49 4.1 Hasil Penelitian 49 4.1.1 Karakteristik Informan 50 4.1.2 Rebranding Novel Nusantarai 51 4.1.3 Strategi Rebranding Novel Nusantarai 56 4.1.3.1 Tahap Perencanaan Strategi Rebranding 56 4.1.3.2 Tahap Implementasi Rebranding 59 4.1.3.3 Tahap Evaluasi Rebranding 68 4.2 Pembahasan 71 4.2.1 Strategi Rebranding Novel Nusantara 72 4.2.1.1 Tahap Perencanaan Strategi Rebranding 73 4.2.1.2 Tahap Implementasi Rebranding 76 4.2.1.3 Tahap Evaluasi Rebranding 80 BAB V KESIMPULAN DAN SARAN 81 5.1 Kesimpulan 81 5.2 Saran 82 5.2.1 Saran Akademis 82 5.2.2 Saran Praktis 82 DAFTAR PUSTAKA 83 LAMPIRAN iv PAGE \* MERGEFORMAT ix ii + , : ; < = > ? ] ^ k l m o p q δsYGsYGYY #h# 5CJ OJ QJ \mH nH u2j hP9 h# 5CJ OJ QJ U\mH nH u ,hP9 h# 5CJ OJ QJ \mH nH u )hP9 h# 5CJ OJ QJ \mH nH u)h] h# 5CJ OJ QJ \mH nH u2j h] h# 5CJ OJ QJ U\mH nH u 3hP9 h# 5B*CJ OJ QJ \aJ nHph6_ tH-hP9 h# 5CJ OJ QJ \aJ mH nH u > p L y
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