Marketing Communication Strategies Used by MSMEs to Spread Brand Awareness to the Consumers: A Case Study of Social Media Strategy by Santi Mebel Godean

KHUSNUDHONI HENDRA M, Dr. Ardian Indro Yuwono, S.I.P., M.A.

2023 | Skripsi | S1 ILMU KOMUNIKASI

Studi ini menggunakan kerangka kerja Integrated Marketing Communication (IMC) dan Marketing Mix 4Ps untuk meneliti dampak strategi komunikasi pemasaran Santi Mebel Godean terhadap peningkatan kesadaran merek pada konsumen furnitur Yogyakarta. Studi ini menggunakan metode studi kasus dan mengumpulkan data melalui wawancara mendalam dengan individu dan tinjauan literatur. Hasil studi menunjukkan bahwa strategi komunikasi pemasaran Santi Mebel Godean, yang meliputi postingan Instagram yang sering, gambar yang jelas, caption menarik, serta pemanfaatan visual storytelling, diskon, dan garansi produk, memiliki dampak positif pada peningkatan kesadaran merek pada konsumen furnitur di Yogyakarta. Studi ini juga menemukan bahwa desain poster yang sederhana dan alakadarnya serta gaya bahasa dan tone of voice yang erat dengan target audiens merupakan faktor kunci dalam meningkatkan kesadaran dan persepsi merek. Model AISAS digunakan untuk menganalisis tahap-tahap proses pengambilan keputusan konsumen, dijelaskan sebagai attention, interest, search, action, dan share. Studi ini menekankan pentingnya mempertimbangkan konteks dan audiens target saat membuat materi pemasaran, serta potensi pemasaran media sosial, khususnya Instagram, bagi bisnis furnitur untuk meningkatkan kesadaran merek dan membedakan diri dari pesaing.

This study utilizes an Integrated Marketing Communication (IMC) framework and the Marketing Mix 4Ps to investigate the impact of Santi Mebel Godean's marketing communication strategy on increasing brand awareness among Yogyakarta furniture consumers. The study employs a case study method and collected data through individual depth interviews and a literature review. The results indicate that Santi Mebel Godean's marketing communication strategy, which includes frequent Instagram posts, high-quality images, engaging captions, and utilizing visual storytelling, discounts, and product guarantees, has a positive impact on increasing brand awareness among furniture consumers in Yogyakarta. The study also found that a simple and straightforward poster design and a language and tone of voice that creates a connection with the target audience are key factors in increasing brand awareness and perception. The AISAS Model is used to analyze the stages of the consumer decision-making process, including attention, interest, search, action, and share. The study highlights the importance of considering the context and target audience when creating marketing materials, as well as the potential of social media marketing, particularly Instagram, for furniture businesses to increase brand awareness and stand out from competitors.

Kata Kunci : Integrated Marketing Communication (IMC), Marketing Mix 4Ps, AISAS Model, Brand Awareness