Strategi Komunikasi Pemasaran Ilmiko Mom and Baby Care dalam Membangun Brand Awareness Melalui Program Prenatal Yoga di Magetan. (Marketing Communication Strategy of Ilmiko Mom and Baby Care in Building Brand Awareness Through the Prenatal Yoga Program in Magetan).

Amien, Fathur Ridho Kholish Nur (2026) Strategi Komunikasi Pemasaran Ilmiko Mom and Baby Care dalam Membangun Brand Awareness Melalui Program Prenatal Yoga di Magetan. (Marketing Communication Strategy of Ilmiko Mom and Baby Care in Building Brand Awareness Through the Prenatal Yoga Program in Magetan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the marketing communication strategy of Ilmiko Mom and Baby Care in building brand awareness through its prenatal yoga program in Magetan Regency. The background concerns the low public awareness of prenatal yoga benefits in Magetan despite Ilmiko’s active operations. This study employs a descriptive qualitative approach grounded in Integrated Marketing Communication (IMC) theory proposed by Belch & Belch (2021), with in-depth interviews with two internal informants: the founder (Bidan Ilmi Khairun Nisa, S.Tr.Keb.) and the marketing team member (Astia Wulandari), and two external consumer informants (Nadia and Ibu Anisa Rahmawati) for source triangulation. The findings show that Ilmiko applies all six IMC elements in an integrated manner: (1) Advertising, through engaging, informative, and evidence-based Instagram content featuring the owner’s midwifery credentials as a service differentiator; (2) Direct Marketing, through responsive two-way communication via Instagram and WhatsApp using accessible language; (3) Sales Promotion, through relevant promotional content leveraging moments such as Valentine’s Day and the Eid homecoming season; (4) Personal Selling, through personalized communication including consultations, WhatsApp follow-ups, and participant name pins; (5) Public Relations, through organic participant recommendations that naturally expand brand recognition; and (6) Digital/Interactive Marketing, through consistent Instagram content that builds ongoing brand awareness. This integrated strategy successfully built Ilmiko’s brand awareness, evidenced by participant growth from 2–3 people to an average of 12 per class. The consistent core message of “medically credible prenatal yoga with a personal touch” proved to be the key driver of Ilmiko’s marketing communication success in the local Magetan market.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	marketing communication strategy, brand awareness, Integrated Marketing Communication (IMC), prenatal yoga, Instagram
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User:	1152200079 Fathur Ridho Kholish Nur Amien
Date Deposited:	13 Jul 2026 05:02
Last Modified:	10 Nov 2026 04:32
URI:	http://repository.untag-sby.ac.id/id/eprint/46400

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