Strategi Komunikasi Pemasaran Melalui Media Mobil Karaoke dalam Membentuk Brand Image (Studi Deskriptif Kualitatif pada NAV Karaoke Keluarga, Surabaya). (Marketing Communication Strategy Through Car Karaoke Media in Forming Brand Image (Qualitative Descriptive Study at NAV Family Karaoke, Surabaya)).

Nurhikmah, Wildan (2022) Strategi Komunikasi Pemasaran Melalui Media Mobil Karaoke dalam Membentuk Brand Image (Studi Deskriptif Kualitatif pada NAV Karaoke Keluarga, Surabaya). (Marketing Communication Strategy Through Car Karaoke Media in Forming Brand Image (Qualitative Descriptive Study at NAV Family Karaoke, Surabaya)). Undergraduate thesis, Universitas 17 Agustus1945 Surabaya.

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Abstract

The Decree of the Minister of Culture and Tourism, 2010, Article 3, paragraph 2, states that one of the activities that promote entertainment is karaoke, the art of music is enjoyed by lovers, and there are many of them in Indonesia. Along with the development of the era karaoke place itself causes a negative stigma among the wider society. It is necessary to build a Brand Image for the family karaoke Nav company to aim to change people's views on karaoke venues. Marketing communication is a marketing activity that uses communication techniques to deliver information about a company to a target market. Nav Karaoke Family communicates the brand image to the public through karaoke cars. This study aims to learn and observe communication strategies via the Nav karaoke car. This type of research uses a qualitative descriptive approach, with data collection techniques through in-depth interviews, field observations, and documentation. The results showed that the marketing communication strategy through karaoke car media using IMC elements, namely advertising and sales promotions that use one-way communication techniques from management to consumers, as well as two-way, namely from consumers to management and vice versa, Brand Image or brand image at Nav Karaoke Surabaya faces obstacles in the form of negative stigma fromthe public to the karaoke business in general. The suggestion in this study is that a consistent commitment is needed for the program to be sustained, this is due to its impact on brand image of Nav Karaoke Family. Keywords: Brand Image, Marketing Communication Strategy, Family Karaoke

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