Strategi Komunikasi Pemasaran Terpadu Baju Kaos Melalui Akun Instagram @rumah_baca_aksara. (Integrated Marketing Communication Strategy for T-shirts Through Instagram @rumah_baca_aksara Account).

Tampur, Maria Angela Ilut (2024) Strategi Komunikasi Pemasaran Terpadu Baju Kaos Melalui Akun Instagram @rumah_baca_aksara. (Integrated Marketing Communication Strategy for T-shirts Through Instagram @rumah_baca_aksara Account). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The research aims to understand the integrated marketing communication strategy of t-shirt products through the Instagram account of the Rumah Baca Aksara community. The research method used is qualitative descriptive research. The research subjects are the digital marketing team and the creative team of the community. The research findings will be presented in the form of descriptive data obtained from interviews, observations, and documentation. The research will focus on understanding the overall picture of the integrated marketing communication strategy of t-shirt products through the Instagram account of the Rumah Baca Aksara community. The research question is "How is the integrated marketing communication strategy of t-shirt products through the Instagram account of the Rumah Baca Aksara community?" The research aims to contribute to the field of communication science, specifically in the area of integrated marketing communication strategies that help educate the public about t-shirt products. The practical benefit of this research is to provide insights into the marketing strategy used by the Rumah Baca Aksara community to promote their products. The research will use the IMC analysis to examine the communication marketing strategy through Instagram and the challenges faced by the community in marketing their products on Instagram. The theoretical foundation of the research is the strategy in communication, which is the way to organize communication operations to succeed.

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