Strategi Komunikasi Pemasaran Dj Arie Public Speaking And Broadcasting School Dalam Meningkatkan Brand Awareness

Citra Pamela Elsya, Yuliani Rachma Putri

Abstract

ABSTRAK
Penggunaan media sosial sebagai media promosi memiliki peranan penting. Hal inilah
yang digunakan oleh DJ Arie Public speaking and Broadcasting School dalam meningkatkan
brand awareness. Penelitian ini membahas strategi komunikasi pemasaran yang dilakukan oleh
DJ Arie Public speaking and Broadcasting School dalam meningkatkan brand awareness.
Tujuan dari penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran yang
dilakukan DJ Arie Public speaking and Broadcasting School. Teori yang digunakan dalam
penelitian ini adalah teori strategi komunikasi pemasaran dari buku karya Widjayanto dan
Amirullah yang terdiri dari perencanaan, pelaksanaan, dan evaluasi. Metode yang digunakan
dalam penelitian ini yaitu deskriptif kualitatif dengan teknik pengumpulan data berupa
wawancara, observasi dan dokumentasi. Dari penelitian yang sudah dilakukan ini dapat
disimpulkan bahwa tahap perencanaan dimulai dengan proses analisis permasalahan, dilakukan
proses analisis khalayak, penentuan tujuan komunikasi, melakukan pemilihan media promosi
dan yang terakhir yaitu proses pengembangan pesan. Pada tahap pelaksanaan, DJ Arie Public
Speaking and Broadcasting School melakukan kegiatan bauran pemasaran seperti sales
promotion, publisitas, event, pemasaran interaktif, serta WOM. Tahap terakhir yaitu tahap
evaluasi yang dilakukan dengan dua langkah yakni, mengukur kinerja promosi serta melakukan
koreksi pada apa yang perlu dibenahi saat tahap pelaksanaan.
Kata Kunci : Bauran Komunikasi Pemasaran, Evaluasi, Pelaksanaan, Perencanaan dan
Strategi Komunikasi Pemasaran

ABSTRACT
The use of social media as a promotional media has an important role. This is what
is used DJ Arie Public speaking and Broadcasting School in increasing brand awareness. This
study discusses the marketing communication strategy carried out by DJ Arie Public speaking
and Broadcasting School in increasing brand awareness. The purpose of this study was to
determine the marketing communication strategy carried out by DJ Arie Public speaking and
Broadcasting School. The theory used in this research is the theory of marketing
communication strategy from the book by Widjayanto and Amirullah which consists of
planning, implementation, and evaluation. The method used in research is descriptive
qualitative with data collection techniques in the form of interviews, observation and
documentation. From the research that has been carried out, it can be concluded that the
planning stage begins with the problem analysis process, the audience analysis process is
carried out, the determination of communication objectives, the selection of promotional media
and finally the message development process. At the implementation stage, DJ Arie Public
Speaking and Broadcasting School conducted marketing mix activities such as sales
promotion, publicity, events, interactive marketing, and WOM. The final stage is the evaluation
stage which is carried out in two steps, namely, measuring the performance of promotions and
making corrections to what needs to be addressed during the implementation stage.
Keywords: Evaluation, Implementation, Marketing Communication Mix, Marketing
Communication Strategy, and Planning

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