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All Journal Jurnal EMT KITA Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Hervina Afrianti Rahayu
IPB University
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Marketing Communication dalam Membangun Brand Awareness di The Highland Park Resort Hotel Bogor Hervina Afrianti Rahayu; Ika Sartika
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i3.5993

Abstract

Competition in the hospitality industry demands that every brand build strong brand awareness, especially for hotels that provide tourist destinations such as The Highland Park Resort Hotel Bogor. This study aims to analyze the role of marketing communication in building brand awareness through the implementation of integrated marketing communications. The method used is descriptive qualitative through in-depth interviews with the marketing communications team, as well as observation of marketing activities. The results show that the use of Integrated Marketing Communication (IMC) elements such as social media, advertising, public relations, sales promotions, and direct communication can increase brand attention and recognition. Instagram profile visits increased by 78.9% during the digital campaign, while Google Ads generated 8,180 impressions, 441 clicks, with a CTR of 5.39%. These findings indicate that IMC contributes to increasing brand recognition and brand recall sustainably in the hospitality sector. Supporting factors for success include visual identity consistency, internal team coordination, utilization of social media insights, and product excellence as a one-stop destination.
Digital Marketing Vokafe dalam Membangun Brand Awareness dan Minat Beli Mahasiswa di Sekolah Vokasi IPB Hervina Afrianti Rahayu; Aceng Hidayat
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.7243

Abstract

Brand awareness is the initial stage before the emergence of purchasing interest. Digital marketing plays a role in building brand awareness. This study aims to analyze Vokafe's digital marketing strategy in building brand awareness and purchasing interest among students at the IPB Vocational School. This study uses a descriptive qualitative approach. Data were obtained through in-depth interviews consisting of one manager and four students as informants, participant observation, documentation, and literature studies, using source triangulation to ensure the credibility of the findings. The results show that the digital marketing strategy through Instagram contributed to increasing Vokafe's brand exposure, marked by a 2,780% growth in followers (from 5 to 144 followers) and an increase in insight to reach 5.3 thousand. The implementation of Integrated Marketing Communication (IMC) through advertising, public relations, sales promotion, personal selling, and direct marketing was able to build student brand awareness to the brand recall stage. This brand awareness develops into purchasing interest shown through information searches, purchases, repeat purchases, and recommendations to others according to the AISAS (Attention, Interest, Search, Action, Share) model stages. This study concludes that strengthening content consistency, sales promotions, and digital interactions is necessary to push Vokafe to reach top of mind.
Co-Authors Aceng Hidayat Ika Sartika