The implementation of integrated marketing communication in maintaining Sebastian Gunawan's brand image = Implementasi komunikasi pemasaran terapan terpadu dalam memelihara citra merek Sebastian Gunawan

Louisa, Angela (2020) The implementation of integrated marketing communication in maintaining Sebastian Gunawan's brand image = Implementasi komunikasi pemasaran terapan terpadu dalam memelihara citra merek Sebastian Gunawan. Bachelor thesis, Universities Pelita Harapan.

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Abstract

The fashion industry is already taking over the world especially in Indonesia. However, there are many new-born fashion designer that still coming and evolving to the industry of fashion. Sebastian Gunawan is a well-known brand that see clothing as an art of beautiful women. Hence, they have been use social media and an excellent services as their marketing communication strategy to complete the great brand image of Sebastian Gunawan. The objective of this research is to analyze the brand image of Sebastian Gunawan on how they survive in the fashion industry in 26 years. It will also analyze the marketing strategy that they used by the brand and how they are implementing Research is done using the qualitative research approach, with data collection done through in-depth interviews and observation. The study found that the use of social media and customer services as a marketing communication strategy has been able to make the company survive in the fashion industry./ Industri fashion sudah merambah ke seluruh Dunia, terutama juga di Indonesia.Walaupun sudah banyak perancang- perancang muda berbakat yang bermunculan Dan mempengaruhi perkembangan Dunia fashion .Sebastian Gunawan, seorang perancang yang sudah sangat terkenal merek nya, melihat “ pakaian “ sebagai suatu seni dari seorang wanita cantik. Oleh karena itu, mereka menggunakan media sosial Dan layanan prima sebagai strategi pemasaran untuk melengkapi citra merek Sebastian Gunawan yang sudah cukup besar. Tujuan dari penelitian ini adalah untuk menganalisa merek Sebastian Gunawan , bagaimana mereka bisa bertahan selama 26 tahun di industri fashion. Dan juga menganalisa strategi pemasaran yang digunakan dan bagaimana mereka melaksanakannya. Penelitian dilakukan dengan pendekatan kualitatif dengan data yg diperoleh dari beberapa wawancara dan observasi. Kesimpulannya, penggunaan medial sosial Dan pelayanan untuk pelanggan menjadi srategi pemasaran yang membuat perusahaan dapat bertahan di industri fashion.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Louisa, AngelaNIM00000013538angelajoanna1997@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorParani, RizaldiNIDN0326096801UNSPECIFIED
Uncontrolled Keywords: marketing communication strategy; integrated marketing communication; brand image; Sebastian Gunawan
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
H Social Sciences > H Social Sciences (General)
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 1929 not found.
Date Deposited: 20 Feb 2020 04:25
Last Modified: 21 Jul 2020 08:59
URI: http://repository.uph.edu/id/eprint/7633

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