Analisis Integrated Marketing Communication pada Brand Jafra dalam Membangun Brand Equity (Analysis of Integrated Marketing Communication on the Jafra Brand in Building Brand Equity)

Yohana, Fembilia Elda (2022) Analisis Integrated Marketing Communication pada Brand Jafra dalam Membangun Brand Equity (Analysis of Integrated Marketing Communication on the Jafra Brand in Building Brand Equity). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Integrated Marketing Communication is an activity that consists of planning, implementing and controlling messages from a brand or brand to create a long-term relationship with consumers. This study aims to determine the Integrated Marketing Communication on the Jafra brand in building Brand Equity. The method used in this research is a qualitative method with a descriptive type of research. Data collection methods used are interviews, observation and documentation. Data analysis uses data reduction, data presentation and draw conclusions. The result of this research is that Brand Jafra uses integrated marketing communication elements, namely direct marketing, public relations, publicity and personal selling. In direct marketing, Jafra gives the name of its members as consultants in charge of providing information and marketing directly to customers, then public relations conducts education and webinars with various interesting discussions that are useful for customers, then publicity is done by providing interesting content on social media that will provide information about new products, catalogs, and discount information, then finally personal selling which is almost the same as direct selling but has more personal activities where consultants will provide regular and ongoing consultations with consumers who have used the product or will use it. Through these four elements, the brand equity of the product will have a positive value and have a function parallel to the IMC. Keyword : Integrated Marketing Communication, Jafra, Brand Equity

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