Strategi Integrated Marketing Communication (IMC) dalam Meningkatkan Minat Pengunjung Gramedia Store di Royal Plaza Surabaya. (Integrated Marketing Communication (IMC) Strategy in Increasing the Interest of Gramedia Store Visitors at Royal Plaza Surabaya).

Setiawan, Muhammad Iqbal (2024) Strategi Integrated Marketing Communication (IMC) dalam Meningkatkan Minat Pengunjung Gramedia Store di Royal Plaza Surabaya. (Integrated Marketing Communication (IMC) Strategy in Increasing the Interest of Gramedia Store Visitors at Royal Plaza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Ilntelgrateld Markeltilng Comunilcatilon is a marketing communication model that integrates all elements of the promotional mix with the assumption that not a single element is isolated in achieving a comprehensive marketing goal. Stratelgil Ilntelgrateld Markeltilng Communilcatilon is widely used by companies, one of which is Gramedia Store. This strategy is used in the hope of attracting visitors to visit the Grameldila Storel so that more visitors come. Nowadays, increasingly sophisticated technology means that the average visitor is more likely to use books online than buying them in person. In addition, inadequate marketing strategies also have an impact on visitor interest to Grameldila. It is important for the Company to evaluate the results and determine the right strategy and attract visitor interest in product marketing. Therefore, it is hoped that through the Ilntelgrateld Markeltilng Communilcatilon (IlMC) strategy, it can help the company in increasing the interest of visitors to Grameldila Storel Surabaya. In scientific research, research can produce a collection of data that can be described in detail and in detail. Scientific research is used to gather as much information as possible which can then be presented in the form of a digital analysis so that the information obtained can be concluded in a sequential manner in connection with existing information. The research results show that the Gramedia Store at Royal Plaza Surabaya utilizes digital platforms such as Instagram, TikTok and websites to expand reach and increase brand awareness. They share interesting content about book collections, promotions and store events according to local trends. The loyalty program through the My Value application increases customer retention. Effective public relations strategies and direct marketing via WhatsApp and email are also implemented. By utilizing e-commerce such as Lazada and Shopee, Gramedia Store has succeeded in expanding its market and maintaining its position as a trusted bookstore in Surabaya.

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