Ananda, Maulana Rafi (2026) Strategi Integrated Marketing Communication (IMC) Dalam Rebranding Xlsmart di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the Integrated Marketing Communication (IMC) strategy implemented by PT XLSmart Telecom Sejahtera Tbk in managing the post-merger rebranding process between XL Axiata and Smartfren in Surabaya. Utilizing a descriptive qualitative method with a case study approach, this research examines the implementation of seven integrated marketing communication elements through Kliatchko’s (2008) four-pillar framework, integrated into the rebranding dimensions by Muzellec and Lambkin (2006), which encompass the stages of renaming, redesign, repositioning, and relaunching. The findings indicate that the Surabaya Regional Brand Marketing (RBM) division successfully unified the company's new identity transition messages in a comprehensive manner. In the digital space, the company optimized the digital equity of legacy brands through adaptive multi-genre content strategies and the utilization of collaborative post features with local Key Opinion Leaders (KOLs) to build universal brand awareness. Meanwhile, in the physical sphere, the company mitigated market resistance and consumer anxiety through hyper-local personal approaches at the grassroots level (such as village activities and PKK community gatherings) as well as hosting large-scale experiential events, including the Smartfren Run and the Ultraverse Festival concert at Delta Plaza Surabaya. Frontline narrative consistency was strictly maintained through the role of the regional training division as an internal education anchor to ensure information consistency. Overall, the fusion of IMC elements yielded positive impacts in generating a leap in brand popularity, strengthening XLSmart’s new image as a reliable, fast, and affordable operator, and driving the purchase intention of the Surabaya community, although managing the consistency of brand identity focus in cyberspace remains a long-term strategic challenge for the corporation. Keywords: Integrated Marketing Communication (IMC), Rebranding, XLSmart, Surabaya City, Communication Strategy.
| 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: | maulana rafi ananda | ||||||||
| Date Deposited: | 06 Jul 2026 06:56 | ||||||||
| Last Modified: | 08 Jul 2026 08:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54452 |
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