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Journal : Brand Communication

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 ., Sunanto Abdul Haris Ade Juwaedah Adinda Anisa Ady Ferdian Noor Afriani, Julia Agung Febriyano Agustina, Putri Satriani Ai Mahmudatusaadah Ai Mahmudatussa’adah Ai Nurhayati Al Arif, Muhammad Arham Alhapip, Leli Ali Khomsan Alifya Azhar Alindra, Afridha Laily Alya Amrina Rosyada Ana Ana Anam, Alifa Aflahul Andini , Irna Fitri Anggir Nurdianti Apipaturohmah, Pipa Arisman Insani Arsyadani, Robby As'ari Djohar Asep Maosul Asep Solikin Atat Siti Nurani Azriliyani, Raeisya Azrilliyani, Raeisya Bulkani, Bulkani Cepi Riyana, Cepi Chandani, Laksmiatin Zulfa Choiriyah, Arika Dadang Sukandar Dede Trie Kurniawan Deni Darmawan Detta Melsya Sari Devi, Ranisa Dina Thaib, Dina Dinn Wahyudin, Dinn Djoko Widodo Elis Endang Nikmawati Eliza Novrianti Rahayu Ellis Endang Nikmawati Elly Lasmanawati Endang Susilaningsih Fadilah, Aulia Farzand Abdullatif Fazira, Syachnazya Aurellia Febriani, Kana Filsya Rosdiana Sugianto Firza, Yohannes Fitria, Neng Gaida Farhatunnisa Gita Garnapuspita Gulo, Nur’ainun Hafizha, Faiza Zalfa Hafiziani Eka Putri, Hafiziani Eka Hairunnisa Hairunnisa Hamidah, Siti Sofia Hariyati, Farida Hariyati, Farida Afif Hartanto, Imani Hartono Hartono Haryadi - Herdina, Risa Hery Murnawan, Hery Hisny Fajrussalam Humairoh, Durorin Ibtida’iyah, Ibtida’iyah Indradewa, Rhian Iqbaldi, Ryanda Irvan, Mohamad Farizqo Irwan, Muhamad Isma Widiaty Jamilah, Luthfiyah Junita, Junita Holifah Karpin Karpin Khaerani, Diyah Luthfika Khotimah, Wininda Qusnul Khusna, Hifa Zaimatul Kinasih, Estining Titah Komalasari, Dwi Rosella Komariah Komariah Laksita, Eldyana Citra Laksmi Dewi, Laksmi Lalita Hanief, Lalita Laras Nur Amalia Lestari, Indah Beti Madani, Alvis Alicia Majid, Novita Maki Zamzam Maknun, Johar Martono, Anang Tri Mas’udah, Husna Zuhrotul Meiriska Silfia Sari Supriatna Mohtar, Khumairah Mokhamad Syaom Barliana Muadi Muadi, Muadi Muhamad Gilang Predana Mujahid, Muhammad Widzar Muktiarni, Muktiarni Mustiawan Mutiara, Eka Ariya Nabilah, Titania Nafiisah, Rahmah Nayundha Yustriana Nenden Rosana Ngizati, Naila Alfi Nia Lestari, Nia Ningrum, Nawang Sih Kusuma Nisa Solihat Novera Herdiani, Novera Novi Andayani Praptiningsih Nuhet, Engelina Nurani, Atat Siti Nurhaliza, Yunia Nurud Diniyah Panca Dewi Purwati, Panca Parahita, Syifana Dila Popy Gustini Pradikto, Sugeng Pradisya, Intany Pramestia, Reka Ardiyana Pramudita, Andhini Prasetya, Sesarino Prastya, Angga Primanita Sholihah Rosmana Pristiyono, Pristiyono Priyandita, Siska Ayu Puspitarini, Mas Arum Putra, Gilang Kumari Putri, Arma Luthfiana Putri, Indah Amalia Putri, Isma Carissa Putri, Nia Basita Putri, Syachna Karunia Eka Rahma, Helda Rahmaliaputeri, Adinda Gita Rahman Arief Setiawan Ramadhan, Mohammad Azril Ramatillah, Diana Laila Rerey Realistiya Riana Dwi Wulansari Ridho, Farah Abidah Iliyina Rita Patriasih Robby Firliandoko Robi Hikmat Safitri, Laela Sagitaria, Salsa Bintang Sanjaya, Risang Abdhi Sanyoto, Ongky Dwi Satriya Wijaya Sefia, Vema Setiawan, Muhammad Rifki Setiawati, Titin Sinaga, Kristina Soffiana Agustin, Soffiana Sofyan Iskandar, Sofyan SOLIHIN, OLIH Sonedi Sonedi Sri Mustika Sri Subekti Sri Subekti Subagyo, Norita Agustina Sudewi Yogha Sukarelawati, Sukarelawati Suryaningsi Suryaningsi Susilo Tri Widodo, Susilo Tri Syafrudin, Dimas Anas Tati Setiawati Thariq, Muhammad Abil Tiara, Andys Tititri Suciani Trisya Risti Nurshadrina Tsani, Ghalby Muhammad Tyastiningsih, Vivin Ulhaq, Sintia Veithzal Rivai Zainal Vina Dwiyanti Wahdiyati, Dini Wahyuni, Nur Indah Wangi, Faras Panca Wijianto, W Windy Aledya Rosyani Wiwin Novitasyari Wulandari, Evita Yessy Yolanda Yufrida, Yufrida Yuliani, Magvira Yulianingrum, Anggraita Yusuf, Azahra Yustia Zain, Farah Meliani Mahardya Zakiyah, Vivy Zulnisa Addawiyah