Strategi Komunikasi Pemasaran JW Club Kalibokor Dalam Meningkatkan Brand Image Melalui Media Sosial Instagram. (JW Club Kalibokor Marketing Communication Strategy in Improving Brand Image Through Instagram Social Media).

Sujarwo, Tio Bisma Wijayanto (2024) Strategi Komunikasi Pemasaran JW Club Kalibokor Dalam Meningkatkan Brand Image Melalui Media Sosial Instagram. (JW Club Kalibokor Marketing Communication Strategy in Improving Brand Image Through Instagram Social Media). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, social media is widely used as a medium for conducting online marketing communications. Moreover, the average Instagram social media user is 20-45 years old, which is the productive age which is the target of marketing communications. With little effort expended on this activity. This activity is one way to help decision making in the marketing sector and also provides direction for exchange so that all parties are aware of how to do better. This research aims to determine the marketing communication strategy of JW Club Kalibokor in improving its Brand Image through Instagram social media. The method used in this research uses qualitative methods with descriptive research type. Data collection methods used were interviews, observation and documentation. Data analysis uses data reduction, data presentation and drawing conclusions. The results of this research are that JW Club Kalibokor Surabaya uses its marketing communication strategy by using the JW Club Kalibokor Instagram social media to increase its Brand Image. The strategy implemented so that consumers can recognize the brand image is built to include Unware of Brand, and Brand Recall so that it emerges from consumer responses to the strategy that has been implemented. This strategy applies advertising, promotions, activities, direct marketing, and public relations to build a brand. JW Club Kalibokor applies activity as the main point in research because this needs to be done as a performance control in running a business. Public Relations is the main foundation in conveying information to consumers to connect companies or organizations with the public and still contains persuasive elements. So the marketing strategy carried out by Rolag Café can directly influence the value of its brand image.

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