STRATEGI INTEGRATED MARKETING COMMUNICATIONS (IMC) PRODUK RIVENAR+ TAHUN 2022-2023

Lona Amalia, Aprihatiningrum Hidayati

Abstract


ABSTRAK

Penelitian ini bertujuan merancang strategi integrated marketing communication yang dapat dilakukan Rivenar+ untuk periode 2022-2023. Penelitian adalah penelitian terapan dengan pendekatan kualitatif deskrptif. Teknik pengumpulan data yang digunakan adalah wawancara kepada divisi pemasaran perusahaan dan studi dokumen berupa hasil survei minat beli konsumen yang telah dibukukan. Teknik analisis yang digunakan adalah analisis konten. Langkah analisis yang dilakukan adalah menganalisis faktor eksternal dan internal. Hasil analisis ini kemudian akan menghasilkan TOWS matrix yang kemudian akan dituangkan ke dalam Strategi IMC. Penelitian ini menghasilkan strategi integrated marketing communications sebanyak tiga program dengan tujuan meningkatkan awareness dan kesukaan masyarakat terhadap brand Rivenar+. Penggunaan iklan secara above the line (ATL) paling banyak digunakan dalam implementasi strategi. Penggunaan iklan memberikan gambaran yang menyeluruh terkait sebuah brand.

ABSTRACT

This study aims to design an integrated marketing communication strategy that can be implemented by Rivenar+ for the 2022-2023 period. This research is applied research with a descriptive qualitative approach. The data collection technique used was interviews with the company's marketing division and document studies in the form of survey results of consumer buying interest that had been recorded. The analysis technique used is content analysis. The analysis step taken is to analyze external and internal factors. The results of this analysis will then produce a TOWS matrix which will then be poured into the IMC Strategy. This research resulted in an Integrated Marketing Communications strategy of 3 programs to increase public awareness and likes for the Rivenar+ brand. The use of advertising above the line (ATL) is most widely used in strategy implementation. The use of advertising provides a comprehensive picture of a brand.


Keywords


Farmasi; kesadaran; matrik TOWS; strategi integrated marketing communication; SWOT; awareness; integrated marketing communication strategy; pharmacy; SWOT; TOWS matrix

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DOI: 10.34203/jimfe.v8i2.5933

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