Strategi Komunikasi Pemasaran UMKM Elektronik CT ALIBABA di Kabupaten Manggarai Timur, Provinsi Nusa Tenggara Timur Dalam Membangun Brand Image Melalui Media Sosial Facebook. (ALIBABA CT Electronic MSME Marketing Communication Strategy in East Manggarai Regency, East Nusa Tenggara Province in Building a Brand Image Through Facebook Social Media).

Ndarung, Mariano Arfan (2023) Strategi Komunikasi Pemasaran UMKM Elektronik CT ALIBABA di Kabupaten Manggarai Timur, Provinsi Nusa Tenggara Timur Dalam Membangun Brand Image Melalui Media Sosial Facebook. (ALIBABA CT Electronic MSME Marketing Communication Strategy in East Manggarai Regency, East Nusa Tenggara Province in Building a Brand Image Through Facebook Social Media). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Facebook is one of the most widely used social media today. Facebook is a place for everyone to gather to find and share information online. Because of this, many Facebook social media account users use Facebook as an effort to build a good brand image in society. Amid many other users, UMKM CT Alibaba with the Facebook account @CT Alibaba is managed to build a brand image as a business account to help build a brand image through Facebook social media. This study uses a qualitative approach method. This study aims to find out how the marketing communication strategy of CT Alibaba's electronic SMEs in East Manggarai district, East Nusa Tenggara Province in building a brand image through Facebook social media. The data obtained was sourced from interviews with selected informants and the actual data obtained. The technique used in data collection uses the theory of triangulation, namely different data collection techniques to get the same source. The data collection uses interview, observation, and documentation techniques that are carried out on business owners and uses one of the consumers as a support while testing the validity of the data. This study uses primary and secondary data sources. The results of this study indicate that the marketing communication strategy implemented through CT Alibaba's Facebook social media to build brand image is through advertising, sales promotion, public relations, and personal selling. Keywords: Marketing Communication Strategy, Social Media, Brand Image

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