Komunikasi Pemasaran Terpadu Megah Jangkrik dalam Membangun Brand Awareness. (Megah Jangkrik's Integrated Marketing Communication in Building Brand Awareness).

Putra, Chahya Afief (2025) Komunikasi Pemasaran Terpadu Megah Jangkrik dalam Membangun Brand Awareness. (Megah Jangkrik's Integrated Marketing Communication in Building Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Megah Jangkrik's Marketing Communication in Building Brand Awareness This study aims to describe and analyze the marketing communication strategies implemented by Megah Jangkrik in building brand awareness for their products. The primary focus of this research is to evaluate the effectiveness of marketing communication in enhancing brand recognition and consumer attraction to cricket based products. This research employs a qualitative approach, combining primary and secondary data obtained through interviews, observations, and documentation. The collected data is analyzed through data collection, data reduction, data presentation, and conclusion drawing stages. The findings of this study indicate that Megah Jangkrik's marketing communication has been successful in building significant brand awareness. Strategies implemented include intensive use of social media, promotions, and engaging digital advertisements to capture the audience's attention. Through social media, Megah Jangkrik successfully reached a broader audience by delivering educational messages about the benefits and advantages of the product. Additionally, the selection of relevant advertisements also helped the brand reach a larger market segment. However, despite the success in increasing brand recognition, the study also found several challenges, such as the need to strengthen the brand's presence in the offline market and improve message consistency across all communication channels. Therefore, this study recommends that Megah Jangkrik continue to innovate in its marketing strategies and expand its product distribution network to maintain and increase brand awareness in an increasingly competitive market.

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