STRATEGI KOMUNIKASI PEMASARAN DIGITAL DI ERA DISRUPSI (STUDI KASUS di PT FATAHILLAH ANUGERAH NIBRAS-NBRS CORP JAKARTA)

IKHSAN SYABAN, NPM. 218080011 (2023) STRATEGI KOMUNIKASI PEMASARAN DIGITAL DI ERA DISRUPSI (STUDI KASUS di PT FATAHILLAH ANUGERAH NIBRAS-NBRS CORP JAKARTA). Thesis(S2) thesis, UNIVERSITAS PASUNDAN.

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Abstract

This study aims to determine the implementation of marketing communication strategies in the era of disruption in increasing brand awareness. And the strategy obtained after using the Marketing Communication strategy in increasing the Nibras-NBRS Corp Awarness brand at PT Fatahillah Anugerah Nibras. This study uses a qualitative approach that comes from an interpretive/subjective approach. research subject is the marketing of PT. Fatahillah Anugerah Nibras-NBRS Corp. Data collection techniques used in-depth interviews, observation, and documentation. Data Analysis Techniques SWOT data analysis. The results of the study show the implementation of marketing communication strategies in the era of disruption in increasing brand awareness by Nibras-NBRS Corp at PT Fatahillah Anugerah Nibras through 7 strategies including advertising, direct marketing, sales promotion, sales personal (personal selling), public relations (public relations), interactive marketing (interactive marketing), and events & sponsorship. The exact strategy obtained after using the Marketing Communication strategy in increasing the Nibras-NBRS Corp Awarness brand at PT Fatahillah Anugerah Nibras is based on the results of swot analysis and re-processing including Interactive Marketing, E-commerce, and Video-Based content. Keywords: Communication Strategy, Digital Marketing, PT Fatahillah Anugerah Nibras-Nbrs

Item Type: Thesis (Thesis(S2))
Subjects: RESEARCH REPORT
Divisions: Pascasarjana > S2-Ilmu Komunikasi 2023
Depositing User: asep suryana
Date Deposited: 01 Apr 2023 02:47
Last Modified: 01 Apr 2023 02:47
URI: http://repository.unpas.ac.id/id/eprint/62887

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