Rachmawati, Dina (2024) Strategi Komunikasi Pemasaran Terpadu (Integrated Marketing Communication) Serviskita Dalam Membangun Brand Awareness. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Increasingly rapid business competition and similar types of business require business actors to be able to create good and appropriate marketing strategies in order to survive and maintain the reach of their target market. With more and more similar businesses popping up, it is very easy for a business to be left behind. Business competitors will continue to emerge, so companies must be able to control themselves to continue to progress in finding ways to run their business with good marketing strategies. Likewise with service businesses. Service business is a very easy type of business and can be found in various places, one of which is Serviskita. Serviskita created its branding as an “IT Consultant” service and claims to have a superior communication strategy compared to other types of existing service businesses. In its marketing communications activities, Serviskita carries out several elements of the communication mix to build branding and create brand awareness in the community. Through this research, researchers will focus on the integrated marketing communications (IMC) strategy carried out by Serviskita in building its brand awareness amidst the onslaught of existing types of service businesses. This research uses qualitative methods through observation, interviews and documentation. The results of this research show that in carrying out its marketing strategy, Serviskita utilizes 5 elements of the marketing communications mix, namely advertising, sales promotions, direct sales, internet marketing and sales promotions. Through this integrated marketing communications strategy, Serviskita has been quite successful in getting attention and building brand awareness as an "IT Consultant" in the community. Keywords: Integrated Marketing Communication Strategy (IMC), Brand Awareness, Serviskita
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Dina Rachmawati | ||||||||
| Date Deposited: | 15 Jul 2024 07:04 | ||||||||
| Last Modified: | 15 Jul 2024 07:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26001 |
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