STREATEGI KOMUNIKASI PEMASARAN TERPADU PT. GO-JEK INDONESIA BRANCH BALi DALAM MEMBENTUK BRAND AWARENESS
ABSTRAK: The goal of this
research is to describe and to explain the integrated marketing communication
strategic od Go-Jek Branch Bali in establishing brand awareness among the
expatriate. This research uses descriptive qualitative approach. Informants are
chosen by purposive technique and snowball. The data obtained through
interview, direct observation, and documentation study. As for the analysis
techniques used in this research is through several step, which is data
reduction, presentation, and conclusion. The results showed that Go-Jek Branch
Bali uses the integrated marketing communication strategy in establishing brand
awareness among the expatriate. Although it has a diverse audience
segmentation, Go-Jek Branch Bali using the similar integrated marketing
communication but adapted in terms of language. In addition, Go-Jek Branch Bali
are focusing the marketing communication in digital by utilizing social media.
In delivering the message, Go-Jek Branch Bali deliver a similar message to
every communication channel but without including keywords so the message would
look different.
Penulis: Putu Yurika Ari
Mahayuni, Ni Luh Ramaswati Purnawan, Dewi Yuri Cahyani
Kode Jurnal: jpkomunikasidd170002
