Skripsi

IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION UMKM ROTI KEJU PRESIDENT DALAM UPAYA MENDUKUNG BRAND CONTINUITY

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This study aims to analyze the implementation of Integrated Marketing Communication (IMC) at MSME Roti Keju President in an effort to support brand continuity. This research employs a qualitative approach with an explanatory design. Data collection techniques were conducted through observation, in-depth interviews, and documentation. The marketing communication strategy serving as the basis for analysis in this study is Integrated Marketing Communication with eight elements: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, digital or interactive marketing, word of mouth, and personal selling. Data from this study were obtained from the co- founder of Roti Keju President and four consumers, indicating that Roti Keju President implements the eight dimensions of Integrated Marketing Communication, although the 'events and experiences' element is somewhat constrained. While all dimensions of Integrated Marketing Communication have been executed, only a few elements are implemented in an integrated manner simultaneously with varying intensities and consistent messaging regarding product identity. Consistency in messaging, visuals, and customer experience across various marketing channels contributes to maintaining brand sustainability. The integrated implementation of Integrated Marketing Communication supports the brand continuity of Roti Keju President, ensuring the brand remains relevant, trusted, and resilient amidst increasingly fierce competition.

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Detail Information

Series Title

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Call Number

T1917112025

Publisher

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

Collation

xxvix, 97 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.802.07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Konservasi Batubara

Specific Detail Info

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Statement of Responsibility

KA

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