Skripsi

STRATEGI INTEGRATED MARKETING COMMUNICATION OUTDOOR GEAR ANTARESTAR DALAM MEMBANGUN BRAND AWARENESS

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The increasing outdoor gear market in Indonesia provides a great opportunity for the presence of local brands as business players. Antarestar as one of the local outdoor gear brands that is still developing, cannot be separated from the market competition that occurs. Therefore, a marketing communication strategy is needed in order to be recognized and survive among competitors. This research uses integrated marketing communication (IMC) theory by George E. Belch to analyze the marketing communication strategy carried out by Antarestar in building brand awareness. This research uses qualitative research methods with data collection through in-depth interviews, document studies, and observations. The results of this study shows that Antarestar has implemented an integrated marketing communication strategy using six dimensions, namely advertising, direct marketing, sales promotion, public relations, sponsorship, and personal selling. As well as new findings, namely content marketing which all of the dimensions aid each other as an effort to build brand awareness.

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Detail Information

Series Title

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Call Number

T1728892025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xiv, 44 hlm.; ilus.; tab.; 29cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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