CD Skripsi
Strategi Komunikasi Pemasaran Martalovia Photography Dalam Mempertahankan Brand Image
In maintaining the brand image, Martalovia uses certain strategies that can
influence the image that has been built to maintain or even better the image in the
eyes of customers and prospective customers of Martalovia Photography. What is
interesting in this research is the marketing communication strategy carried out by
Martalovia Photography in running its business, in order to overcome increasingly
competitive competition.
This study uses a qualitative research method by presenting a
phenomenological analysis that seeks deep understanding, as well as trying to
understand the meaning of events and its relation to people in certain situations. The
informants in this study were taken based on purposive technique. The data collection
techniques used were semi-structured interviews, non-participant observation and
documentation from notes, data and photos related to the marketing communication
strategy used by Martalovia Photography in maintaining the brand image. The writer
uses interactive data analysis model to describe the research results in data analysis
techniques and to check the validity of the data.
The results showed that Martalovia Photography has done many things in its
efforts to maintain its brand image. These efforts are like determining STP
(Segmenting, Targeting, Positioning) that are running well. Martalovia also
implements a communication mix strategy by utilizing advertising, promotions,
publications, events, direct marketing through websites, social media as evidenced by
the large number of consumers each month. Martalovia, in an effort to optimize the
marketing of photo shoots to the public, uses the internet and chooses social media
marketing as a way to maintain or maintain a brand image. As for the social media
that Martalovia uses the most in introducing her photo work, Instagram, and so far
this has clearly had a positive impact.
Keywords: Strategy, Marketing Communication, Brand Image, Martalovia
Photography
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