Rahayu, Husnul (2021) STRATEGI KOMUNIKASI PEMASARAN NUR RIZQI WISATA CIANJUR (Studi Kualitatif Deskriptif Mengenai Strategi Komunikasi Pemasaran Nur Rizqi Wisata dalam Membangun Brand Awareness). Diploma thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

Husnul Rahayu, 1741911003. This final project is entitled Marketing Communication Strategy Nur Rizqi Wisata Cianjur. Supervisor Muhammad Tanziil Suherman, M.I.Kom. Department of Public Relations, Faculty of Administrative Sciences and Humanities, University of Muhammadiyah Sukabumi. This study uses a qualitative method with a descriptive approach. The purpose of this study was to determine the message strategy and media selection carried out by Nur Rizqi Wisata in building brand awareness, as well as to find out the obstacles of Nur Rizqi Wisata in her efforts to build brand awareness. Based on the results of the research and data findings that have been described, the communication strategy used by Nur Rizqi Wisata in building Brand Awareness is a focus on the Word of Mouth strategy implemented through the Integrated Marketing Communication (IMC) method. Integrated Marketing Communication is implemented using Advertising, Sales Promotion, Personal Selling, Direct Marketing, and Public Relations. The media selection strategy in building brand awareness is to use Digital Word of Mouth through Digital Marketing, which includes websites, Google My Business, and social media. As well as the obstacles faced by Nur Rizqi Wisata in building brand awareness is the lack of product knowledge for customers.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	marketing communication, brand awareness, integrated marketing communication
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Sosial > D3 Hubungan Masyarakat
Depositing User:	Perpus ID UMMI
Date Deposited:	24 Mar 2022 07:39
Last Modified:	24 Mar 2022 07:39
URI:	http://eprints.ummi.ac.id/id/eprint/2260

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