Corporate Rebranding tokobagus.com Menjadi olx.co.id
DOI:
https://doi.org/10.32493/jitmi.v1i1.y2018.p%25pAbstract
ABSTRAK
Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana corporate branding melalui promotional tools yang dilakukan oleh tokobagus.com. Tokobagus.com yang melakukan corporate rebranding menjadi OLX.co.id merupakan e-commerce jual beli online yang digemari di Indonesia. Metode penelitian yang digunakan adalah metode deskriptif dengan pendekatan kualitatif. Teknik pengambilan data dengan menggunakan observasi, studi pustaka serta wawancara. Berdasarkan hasil penelitian, dalam mengenalkan atau menginformasikan kepada masyarakat mengenai corporate rebranding yang dilakukan oleh tokobagus.com menjadi OLX.co.id digunakan promotional tools. Dari hasil analisis yang diperoleh, salah satu promotional tools yang paling banyak digunakan dalam mengenalkan dan menginformasikan rebranding yang dilakukan yaitu melalui internet.
Kata kunci: corporate branding, promotional tools, e-commerce, tokobagus.com, olx.co.id
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