Strategi Komunikasi Pemasaran PT Trans Jaya Makmur (TJM) Dalam Membangun Brand Awareness Pada Merek Raja Oto. (Marketing Communication Strategy of PT Trans Jaya Makmur (TJM) in Building Brand Awareness of the Raja Oto Brand).

Virgiawan, Josephine Maharani (2026) Strategi Komunikasi Pemasaran PT Trans Jaya Makmur (TJM) Dalam Membangun Brand Awareness Pada Merek Raja Oto. (Marketing Communication Strategy of PT Trans Jaya Makmur (TJM) in Building Brand Awareness of the Raja Oto Brand). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is motivated by the increasingly competitive automotive industry, requiring companies to implement effective marketing communication strategies to build brand awareness. Raja Oto, as a new brand owned by PT Trans Jaya Makmur (TJM), was established with a modern and professional workshop concept, thus requiring an integrated marketing communication strategy to gain public recognition and compete with other competitors. The purpose of this study is to determine the marketing communication strategy implemented by PT Trans Jaya Makmur (TJM) in building brand awareness for the Raja Oto brand. This study uses a descriptive qualitative approach with the Integrated Marketing Communication (IMC) theory. Data collection techniques were carried out through observation, in-depth interviews, and documentation involving five informants from the marketing and content teams of Raja Oto. The results of the study indicate that PT Trans Jaya Makmur has implemented an integrated marketing communication strategy through social media, advertising, sales promotion, personal selling, direct marketing, public relations, and word of mouth marketing. Social media became the most dominant strategy because it was considered capable of expanding audience reach, building interaction with consumers, and introducing Raja Oto’s identity as a modern workshop. In addition, good customer service, direct communication with consumers, and customer experience also supported the formation of a positive brand image. Consistently implemented communication strategies also helped increase public awareness of the Raja Oto brand to the stages of brand recognition and brand recall, although it has not yet fully reached the top of mind stage. This research is expected to serve as an academic and practical reference in the development of integrated marketing communication strategies in the automotive industry.

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