vi

UNIVERSITAS BINA NUSANTARA

School of Business Management

Jurusan International Marketing

Skripsi Sarjana Ekonomi

Semester Ganjil tahun 2016/2017

ANALISIS PENERAPAN KONSEP NEW WAVE MARKETING PADA MEDIA

MEME

PT. MEME COMIK INDONESIA

Christian Adi Jaya

170132341

ABSTRAK

Perubahan menuju era globalisasi tersebut mendorong para marketer untuk

menciptakan nilai bagi pelanggan dan membangun hubungan pelanggan yang kuat

dan menguntungkan. Internet juga mempengaruhi perubahan elemen- elemen

marketing yang dikenal terdiri atas segmentation, targeting, positioning,

differentiation, marketing- mix (product, price, place, promotion), selling, brand,

service dan process mengalami penyesuaian menjadi apa yang disebut sebagai “The 12 Cs of New Wave Marketing”. Kedua belas C ini adalah communication, confirming, clarifying, coding, crow-combo, (co-creation, currency, communal

activation, conversation), commercialization, character, caring dan collaboration.

Konsep meme telah diperdebatkan jauh sebelum era digital, namun internet telah

mengubah penyebaran meme menjadi praktik yang sangat terlihat dan istilah meme

menjadi tak terpisahkan dari vernakular atau ‘bahasa rakyat’ para netizen. Konsep New Wave Marketing dapat diterapkan dalam PT. MEME COMIK INDONESIA.

Kata kunci: internet, meme, new wave marketing

vii

UNIVERSITAS BINA NUSANTARA

School of Business Management

Jurusan International Marketing

Skripsi Sarjana Ekonomi

Semester Ganjil tahun 2016/2017

ANALYSIS OF IMPLEMENTING THE CONCEPT OF NEW WAVE

MARKETING THROUGH MEME MEDIA PT. MEME COMIK INDONESIA

Christian Adi Jaya

170132341

ABSTRACT

The changes in globalization era drive the marketers to create values for customers.

Furthermore, they build strong and mutual relationship among them. The social

media is boldly blended with ‘meme’ comic. However, the existing ‘meme’s that appear are merely used as a humor, even emerge a virtual conflict. In light to this

background, I am proofing that meme is not only a debating asset in virtual world,

but also a new marketing tool in digital world based on New Wave Marketing.

Internet has influenced changes of marketing elements which contains of

segmentation, targeting, positioning, differentiation, marketing-mix (product, price,

place, promotion), selling, brand, service and process that adapt with the recent so-

called marketing “The 12 Cs of New Wave Marketing”. These 12 Cs are communication, confirming, clarifying, coding, crow-combo, (co-creation, currency,

communal activation, conversation), commercialization, character, caring and

collaboration. The concept of meme has been argued long time ago before the digital

era. In contrary, internet has changed the spread of meme as the appealing practice

and its inseparable from vernacular or ‘people language’ of netizen. The concept of New Wave Marketing has been applied in PT MEME COMIC INDONESIA (MCI).

Keyword: internet, meme, new wave marketing