Analisis Strategi Komunikasi Pemasaran Creative Digital Agency pada Branding.in Samarinda

Intan Thania Amelia, Muhammad Zaini

Abstract


Building marketing communications is certainly one of the important aspects that must be considered in doing business. However, in communicating also needed a good strategy to support this success. This is also driven by the times that make business people must be able to take advantage of communication facilities both through offline and online or commonly called digital marketing. The purpose of this study is to find out how the implementation of marketing communication strategies carried out by Branding.in as a creative digital agency in Samarinda to increase the number of clients and run digital marketing in an effort to build branding or promote clients' products/brands, as well as find out what are the supporting and inhibiting factors in Branding.in during marketing communications. This research was carried out with a qualitative approach method with data collection techniques carried out by interviews, observations, and documentation, as well as sampling techniques using purposive sampling with 3 informants. The data analysis technique of this study uses analysis techniques by Miles and Huberman, and the validity of the data uses triangulation. The results of this study show that Branding.in use elements of Integrated Marketing Communication (IMC) which include advertising, sales promotion, personal selling, interactive marketing, and public relations. These five elements are indeed carried out but need to be maximized even more in the future. Then, Branding.in also applies the points of the 7P Service Marketing Mix consisting of product, place, promotion, price, people, physical evidence, and process as its marketing communication strategy. Then, in carrying out marketing communications, Branding.in have supporting factors consisting of brand and product quality, as well as inhibiting factors in terms of human resources (HR).


Keywords


Branding.in; Service Marketing Mix; Integrated Marketing Communication; Marketing Communication Strategy

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DOI: http://dx.doi.org/10.33087/jmas.v8i2.1359

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