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Journal : Journal of Innovation Research and Knowledge

KONSTRUKSI BRANDING PRODUK MELALUI STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA AKUN @melvantbali Dinda Vania Zabrina Rachman; I Gusti Ayu Agung Dewi Sucitawathi Pinatih; Melati Budi Srikandi; I Wayan Joniarta
Journal of Innovation Research and Knowledge Vol. 5 No. 8 (2026): Januari 2026
Publisher : Bajang Institute

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Abstract

This study aims to analyze the implementation of Integrated Marketing Communication (IMC) on the Instagram account @melvantbali in building brand image and strengthening product branding as a local streetwear-based fashion brand. This research employs a descriptive qualitative method and is grounded in the IMC framework proposed by Kotler and Keller, which consists of eight key elements of marketing communication: advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct and database marketing, and personal selling. The findings show that these communication elements operate in an integrated and consistent manner, creating message unity, visual identity continuity, and a strong brand experience in the minds of the audience. Advertising through visual content shapes brand identity, sales promotion is applied selectively without reducing brand exclusivity, events and experiences strengthen consumer trust through direct interaction, while public relations reinforces brand legitimacy and value through storytelling. Furthermore, online and social media marketing enable participatory two-way communication, mobile marketing fosters psychological closeness through real-time responses, direct and database marketing build personalized relationships with consumers, and digital personal selling functions as a supportive process in purchase decision-making. These findings indicate that IMC is not merely a promotional instrument, but a relational strategy that shapes emotional engagement, brand awareness, and consumer trust toward the brand.
Co-Authors A. D. Catur A.A Alit Triadi A.A. Alit Triadi, A.A. Alit Abdullah Jundi Ade Aprilian Dika Adhi, I.G.A.K.C. Agus Dwi Catur Agus Suroso Ahliwathany Rivaldi Al Buhori, Rashid Ridho Alfandiansyah Muhammad Alfi Sahrin, Laila Aljibran, Aljibran Anak Agung Alit Triadi Anak Agung Alit Triadi Ananda Putra, Yoga Raditya Aprilian Dika, Ade Arif Mulyanto Astiani, Arbiatun Atas Pracoyo Bawa Susana , I Gede Bayu Nata Negara Budiana, I Nyoman CATUR ADHI , I GUSTI AGUNG KETUT Chatur Adi W.A., I G.A.K. Chatur Adi.W.A, I.G.A.K Denanda, Andry Aprillya Dewi, Ni Putu Dian Cahayani Surya Dinda Vania Zabrina Rachman Dini Suryaningsih Dodi Setyawan Fani Ladira Farah Najwasyah Farah Najwasyah Febriyawan, Gilang Fini Laelani Puspitasari Firmansyah, Maman Fitrirayani, Gadis Ariva Fonseca Lopes, Grazelita Harahap, Herpan Syafil Hartana Hartati, Dea Rara Hasyim Kholid Hasan Qorib Hasyim, Hasyim Heri Sulistiyono Hermanto, Koko Herpan Syafil Harahap Huriah Huriah I Dewa Gede Jaya Negara I G.A.K Chatur Adhi W.A. I G.A.K. Chatur Adi W.A. I Gede Bawa Susana I Gusti Ayu Agung Dewi Sucitawathi Pinatih I Gusti Putu Muliarta Aryana I Gusti Putu Muliarta Aryana I K. Wiratama I Kade Wiratama I Kade Wiratama, I Kade I Ketut Perdana Putra I Ketut Wiryajati I Made Adi Sayoga I Made Adi Sayoga I Made Adi Sayoga, I Made I Made Nuarsa I Made Suartika I Made Suartika I Made Wijana . I Nyoman Merdana I Nyoman Nugraha Ardana Putra I Putu Yuda Pratama I Wayan Suderana I Wayan Yasa I Wayan Yasa, I Wayan I.B Alit I.B. Alit I.D.K. Okariawan I.G.A.AG. Dewi Sucitawathi Pinatih I.G.A.K Chatur A.W.A I.G.G.A Dewi Sucitawathi Pinatih I.K Wiratama I.M. Mara I.M. Nuarsa I.M.A Sayoga I.M.A. Sayoga Ida Ayu Sri Adnyani Ida Bagus Alit Ida Bagus Fery Citarsa Ilham Maulana Akbar Intan Tiarani Koli Iswara, I.B.K.T.H. Julidio, Alief Jurnal Pepadu Karyawan, I Dewa Made Alit Laeli, Inayatul Lalu Banu Samudera Latupeirissa, Jonathan Jacob Latupeirissa, Jonathan Jacob Paul M Wijana M. Mirmanto, M. M. Wijana M. Wijana, M. Made Mahendra Made Nuarsa, Made Made Wijana Made Wijana Made Wijana, Made Made Wirawan, Made Maharani, Ni Putu Riza Mahendra, Made Masintan, Masintan Melati Budi Srikandi Melinda Ade Kantari Muhamad Renaldi Setiawan Muhamad Renaldi Setiawan Muhammad Arif Fitriyono Muhammad fauzan Muhammad, Baginda Arsyi Mursidin Syaefa N. Nurchayati, N. N. Nurpatria, N. Nabilla Mandalika Nabilla Mandalika Ni Ketut Arniti Ni Ketut Surasni Ni Luh Yulyana Dewi Ni Putu Bayu Widhi Antari Ni Putu Sawitri Nandari Ni Putu Yunita Anggreswari Nopia Ramdhani, Riyan Nora Dery Sofya Nuarsa M Nuning Indah Pratiwi Nur Kaliwantoro Nurchayati Nurchayati Padang, Y.A. Padmiatmi, Pandri Padmiatmi Panca Sunu Pamungkas Pandri Pandiatmi Panesa Aulia, Linda Paryanto Dwi Setyawan Perdana Putra, I Ketut Permana, Made Bagus Dwi Pinatih, I.G.A.A. Dewi Sucitawathi Putra, Ardi Wijaya Putra, I Ketut Perdana Putri , Sarina Adila Putri Ekaresty Haes Putri, Ghea Sabina Anggia Ramadhan, Galang Baruna Rashid Ridho Al Buhori Rifki, Lalu Muhammad Rizky Fathullah Rohayani, Tri Sari Rudy Sutanto S. Sujita Sabathian Poedjiarso, Benhard Okta Sahri Aflah Ramadiansyah Salsabila, Aulivia Nanda Samudera Lalu Banu Santosa, Wahyudi Saqinah, Inang Siti Umrah Sofya, Nora Dery Sri Maryati Suartika , I Made Suartika M Sucitawathi Pinatih , I Gusti Ayu Agung Dewi Sucitawathi, I G.A.A. Dewi Sujita Darmo Sujita Darmo Sujita, Sujita Sultan Sultan Sultan Sultan Supaerina, Eji Supriono Supriono Surya Buana, I Gede Eka Tiara Dwi Astuti Tiara Dwi Astuti Tira Aulana, Dina Triadi A.A.A Triadi, Anak Agung Alit Usman, Zohimundin Wahyudi Santosa Wayan Widhiastini WAYAN, I WAYAN SUKANIA Widiantari, Githa Nirmala Winda Maliana Hainingsih Wirya Aryadi, I Gusti Agung Ketut Chatur Adhi Yudhyadi, I Gusti Ngurah Ketut Yuliadi Yuliadi Yuliadi Yuliadi Yusron Saadi Yustina Agninoy Jarut Zainuri, Ahmad Zainuri Zohimundin Usman