STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE DI SYAFA’AT MARCOMM AGENCY

Abstract

Abstrak

            Tujuan penelitian ini adalah untuk mengetahui dan mendeskripsikan strategi komunikasi pemasaran yang dilakukan oleh Syafa’at Marcomm dalam membangun brand image. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Penentuan narasumber pada penelitian ini dilakukan dengan teknik purposive sampling. Metode pengumpulan data menggunakan teknik wawancara semi-terstruktur, dokumentasi, dan observasi partisipasi. Pada penelitian ini peneliti melakukan wawancara semi-terstruktur kepada pihak-pihak yang bertugas merancang strategi komunikasi pemasaran Syafa’at Marcomm. Wawancara ditujukan kepada CEO, Director Of Strategic Planning, Director Of Creative Division Dan Director Of Account Executive. Uji keabsahan data menggunakan trianggulasi sumber. Teknis analisis data yang digunakan yaitu pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil Penelitian ini menunjukan bahwa strategi komunikasi pemasaran yang dilakukan oleh Syafa’at Marcomm dalam membangun brand  image menggunakan strategi branding  syariah melalui strategi Five Step To Loyalty untuk membangun corporate branding. Syafa’at Marcomm melakukan corporate branding diantaranya: beriklan di media sosial Instagram dan Facebook.  Melakukan promosi penjualan secara soft selling melalui edukasi trend branding, marketing dan bisnis di media sosial. Mengelola personal branding stakeholder untuk menjalankan public relation dan personal sales. Menyelenggarakan event berupa seminar, workshop, talk show mengenai branding dan bisnis syariah sebagai pemasaran langsung. Mengikuti event komunitas melalui sponsorship. Pemanfaatan internet marketing masih sebagai media publikasi. Membangun word of mouth melalui service excellence. Diketahui strategi yang paling efektif dalam membangun brand image di Syafa’at Marcomm melalui personal branding stakeholder dan word of mouth.  

Kata Kunci : Strategi, Komunikasi Pemasaran Syariah, Brand  Image

 Abstract

            The purpose of this research is to identify and describe the marketing communication strategy used by Syafa'at Marcomm in building a brand image. This research is a descriptive research with a qualitative approach. Determination of sources in this study was carried out by purposive sampling technique. Methods of data collection using semi-structured interview techniques, documentation, and participatory observation. In this study, researchers conducted semi-structured interviews with parties tasked with designing Syafa'at Marcomm's marketing communications strategy. Interviews were addressed to the CEO, Director of Strategic Planning, Director of Creative Division and Director of Account Executive. Test the validity of the data using source triangulation. The data analysis techniques used are data collection, data reduction, data presentation, and drawing conclusions. The results of this study indicate that the marketing communication strategy carried out by Syafa'at Marcomm in building a brand image uses a sharia branding strategy through the Five Step To Loyalty strategy to build corporate branding. Syafa'at Marcomm does corporate branding including: advertising on social media Instagram and Facebook. Conduct sales promotion through soft selling through education on branding, marketing and business trends on social media. Manage stakeholder personal branding to carry out public relations and personal sales. Organizing events in the form of seminars, workshops, talk shows on sharia branding and business as direct marketing. Participate in community events through sponsorship. Utilization of internet marketing is still as a media publication. Building word of mouth through service excellence. It is known that the most effective strategy in building a brand image at Syafa'at Marcomm is through stakeholder personal branding and word of mouth.

Keywords : Strategy, Sharia Marketing Communication, Brand  Image