Strategi Komunikasi Pemasaran Melalui Media Online Untuk Meningkatkan Brand Awareness Produk Busana Ammelie di Surabaya
DOI:
https://doi.org/10.59841/glory.v2i1.820Keywords:
advertising, sales promotion, personal selling, direct marketing, public relations, brand awarenessAbstract
In communication strategy, the role of the communicator is very important. Communicators are a tool in communication strategies. The communicator will be successful in changing behavior, attitudes and opinions through the attraction mechanism. This happens if the communicant feels comfortable with the communicator and the message conveyed also attracts the communicant. The purpose of this research is to find out how the online marketing communication strategy used by Ammelie Muslim clothing increases brand awareness.The research results show that choosing an online market as a place to carry out transactions is part of the strategy carried out by Ammelie. In increasing brand awareness, apart from the online market as the main place for buying and selling transactions, a physical shop is also provided so that as a brand, it provides added value for Ammelie compared to online shops which do not have physical shops for consumers to visit directly. With the Ammelie Boutique Store, it adds credibility to consumers, so that brand awareness increases.
References
Aaker, D. A. (2010). Measuring brand equity across products and markets, California Management Review, 38 (3), 102-120.
Aaker, David A. (2006). Managing Brand Equity: Capitalizing on the Value of a Brand Name New York. The Free Press.
Belch, G.E and M.A. Belch. (2004). Advertising And Promotion: An Integrated Marketing Commnunications Perspective, Sixth Edition, The McGraw Hill/Irwin: New York.
Durianto, Darmadi, Sugiarto dkk. (2004). Brand Equity Tren Strategy Memimpin Pasar, PT.Gramedia Pustaka Utama: Jakarta
Fill, Chris (2009). Marketing Communication. London: Prentice Hall
Handayani, Desy., dkk. (2010). Brand Operation. Jakarta: ESENSI
Kotler, Philip dan Kevin Lane Keller. (2009). Manajemen Pemasaran. (Jilid 1) edisi 13 Jakarta : Erlangga.
M. Nazir, (1988). Metode Penelitian, Jakarta: Ghalia Indonesia.
Nazir. (1988). Metode Penelitian. Jakarta : Ghalia Indonesia
Simamora, M. (2000). Manajemen Pemasaran Internasional Jilid 2. Alfabeta, Bandung.
Soemanagara. (2008). Strategic Communication (Konsep Strategi dan Terapan). Bandung: ALFABETA
Sulaksana. (2003).Integrated Marketing Communications; Teks dan Kasus..Yogyakarta: Pustaka Pelajar
Tjiptono, F. (2008). Strategi Pemasaran, 3th edn, Penerbit Andi, Jogjakarta.
Tjiptono, F. (1997). Strategi Pemasaran. Yogyakarta: Andi
