DESIGNING PROMOTION MEDIA USING 7C’S KELLER FRAMEWORKS: A CASE STUDY OF WIGGERS PRODUCT AT BONBIN TERRACE, JAKARTA

Aulia, Yosita (2023) DESIGNING PROMOTION MEDIA USING 7C’S KELLER FRAMEWORKS: A CASE STUDY OF WIGGERS PRODUCT AT BONBIN TERRACE, JAKARTA. D4 thesis, Poltekpar NHI.

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Abstract

This study aims to design an effective promotional media for Wiggers products at BonBin Terrace, Jakarta. The research focuses on designing promotional medias that align with the elements of Keller's 7C framework (2016). The research method is qualitative descriptive, collecting data through interviews and observations. The study results indicate a lack of consistency in promoting the Wiggers products through social/medias and a discrepancy between the tagline and its implementation in the field. Based on the 7C framework, this research recommends to improve clarity, credibility, communication, consistency, continuity, customization, and community in promotional media. Implementing these recommendations will enhance consumer interest and awareness of the Wiggers product at BonBin Terrace, Jakarta. Keywords: Designing, Promotion Media, 7C’s Framework

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