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Putra, Gilang Kumari
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Strategi Komunikasi Pemasaran KDK Matahari UHAMKA dalam Membangun Brand Awareness Junita, Junita Holifah; Rahmawati, Yulia; Fadilah, Aulia; Pramestia, Reka Ardiyana; Putra, Gilang Kumari
Brand Communication Vol. 2 No. 2 (2023): Strategi dan Efek Komunikasi Media Dalam Kehidupan Manusia
Publisher : Prisani Cendekia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70704/bc.v2i2.146

Abstract

This paper describes the marketing communication strategy carried out by KDK Matahari UHAMKA in building its brand awareness. In this study using a qualitative approach with a descriptive type of research. Determination of informants in this study using purposive sampling technique meaning by using case study research methods, data collection methods direct observation in the field, in-depth interviews, personal documents, reference books, several journals and the internet and using data processing with triangulation techniques. . The results showed that KDK Matahari UHAMKA used a marketing communication strategy of STP (Segmentation, Targeting, and Positioning) in order to identify market groups before implementing a marketing communication strategy. However, in carrying out its communication strategy, KDK Matahari UHAMKA has shortcomings in terms of building communication between management and members, the lack of maximizing the use of marketing through digital platforms, and also currently the business being carried out is only within the UHAMKA environment.
Co-Authors Agustini, Vilya Dwi Asriani, Wulan Ekowati, Sari Fadilah, Aulia Febriana, Mulea Haditama, Himawan Mahendra Ihsan Ihsan Junita, Junita Holifah Mukhlish Muhammad Maududi Mulya, Muhamad Alief Abbyan Mustiawan Novi Andayani Praptiningsih Nurbasya, Jessy Arifiyani Nurlina Rahman, Nurlina Pamungkas, Andhika Pramestia, Reka Ardiyana Prasetya, Hendri Rochim, Syaiful romadlan, said Wahdiyati, Dini Warsha, Nurhaliza Yasir Yunan, Zulfahmi Yulia Rahmawati, Yulia Zanah, Saniyati Raudatul