Skripsi

PENERAPAN BRAND COMMUNICATION KELUARGA BABA WEDDING ORGANIZER DALAM MENINGKATKAN BRAND IMAGE

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In the competition to sustain and develop their business, wedding organizers (WOs) had to have a strategy to interact with customers in order to have an edge and win the competition. Keluarga Baba is a WO operating in the city of Palembang that had several distinctive characteristics compared to its competitors. This research examined how Keluarga Baba implemented brand communication to improve its brand image. In this research, theresearcherused Schultz's brand communication theory using aqualitative method anddescriptive data type. Data collection techniques included in-depth interviews, observation, and documentation study. The results showedthat Keluarga Babaprepared all the needs of theprospective hride andgroom from the very heginning according to customer dimension. Content-wise, Keluarga Baba created various educational wedding contems. Furthermore, Kelarga Baba conveyed messages through various mediasuch as advertising, corporate sponsorship, direct marketing, public relations, events, sales promotion, and the internetas partof their deliveryprocess. Providing excellent service to customers prior ofthe weddingpreparations and creating educational content were gave significant impact in the successful implementation of Keluarga Baba's brand communication in enhancing its brand image.

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Availability

Detail Information

Series Title

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Call Number

T1513282024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2024

Collation

xviii, 132 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.827 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Strategi Komunikasi
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

KA

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