STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE PADA MEDIA SOSIAL TWITTER @PekanbaruCo
ABSTRACT: Social media twitter
is a gathering place for those people who want to share information and
a place to
make new friends
and interact online.
Therefore, today many social
media twitter accounts
are present using
the brand image
as business account because success of the twitter to promote
products and services. Amidst the many other competitors that carries the same
brand image, @PekanbaruCo manage in
building a brand
image as a
business accounts evidenced
by an increase
in followers and clients. The background of this study aims to determine
how marketing communication
strategies social media
twitter @PekanbaruCo in
building brand image and
what supporting and
inhibiting factors of
marketing communication strategyto
build brand image a social media twitter @PekanbaruCo.
This study will
be held in
CV. Mitra Promo
Andalan at Jalan
Sekuntum 2 No. 2
Delima, Tampan, Pekanbaru.
The study will
use a purposive
sampling technique
(purposive sampling). The
Informans in this
study are 7
peoples, that consist of
1 leader of
CV.Mitra Promo Andalan,
1 founder of
@PekanbaruCo,2 clients, and 3 followers of sosial media twitter
@PekanbaruCo.
The result showed
the marketing communication
strategy that do
in sosial media twitter
@PekanbaruCo to build
brand image through
advertising, sales promotion, personal
selling, publicity, direct
marketing. Good relationship
with clients and good
networking with the
other business accounts
as supporting factor. The inhibiting factors of marketing
communication strategy in building brand image are lack
of education about
social media marketing,
lack of human
resource, and limited
budget.
Penulis: Mega Febriani
Kode Jurnal: jpkomunikasidd140355
