Implementasi Integrated Marketing Communication dalam Membangun Brand Awareness Lawassinaja. (Implementation of Integrated Marketing Communication in Building Lawassinaja Brand Awareness).

Suryananda, Yovan Aula (2025) Implementasi Integrated Marketing Communication dalam Membangun Brand Awareness Lawassinaja. (Implementation of Integrated Marketing Communication in Building Lawassinaja Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Lawassinaja is an online store that offers various types of pre-owned analog and pocket cameras from brands such as Canon, Kodak, Fujifilm, Nikon, etc. This research aims to describe the implementation of Integrated Marketing Communication in building Lawassinaja's brand awareness, which relates to IMC theory. This study employs a qualitative research method with a case study approach. Data collection was conducted through interviews, observation, and documentation. Based on the analysis of six IMC marketing elements, the research results show that Lawassinaja has implemented several IMC strategies, particularly in advertising, direct marketing, sales promotion, and Internet/digital marketing. These strategies have successfully built brand awareness among millennials and Gen Z as their primary target market. However, Lawassinaja has not utilized personal selling and public relations strategies due to limitations in traditional media, lack of interaction, and challenges in crisis management. Nevertheless, according to informants, this does not pose a significant obstacle in their current efforts to increase brand awareness.

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