Ar Rizky, Muhammad Daffa (2026) STRATEGI KOMUNIKASI PEMASARAN MEREK PARFUM LOKAL "REVERSEAS" DALAM MEMBANGUN BRAND IMAGE. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the Integrated Marketing Communication (IMC) strategy implemented by the local perfume brand Reverseas in building its brand image amid the increasingly competitive Indonesian perfume industry. A qualitative descriptive approach was employed, using in-depth interviews and documentation studies with seven internal and external informants. The findings reveal that Reverseas applies an integrated communication strategy combining digital marketing, brand collaboration, and community-based marketing to strengthen its brand image and build emotional connections with urban youth consumers. The IMC strategy includes social media utilization, cross-industry collaborations, experiential marketing through “The Lab” stores, and consistent brand Storytelling that emphasizes local values and sustainability. The results confirm that an integrated IMC approach enhances brand awareness, fosters customer loyalty, and solidifies Reverseas’ position as a local perfume brand with strong identity and emotional relevance. Keywords : Marketing Communicatin Strategy, IMC, Brand image, Digital marketing, Reverseas
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Muhammad Daffa Ar | ||||||||
| Date Deposited: | 19 Jan 2026 06:50 | ||||||||
| Last Modified: | 19 Jan 2026 06:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48839 |
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