STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA KLINIK KECANTIKAN LAMIERRE BEAUTY AESTHETIC DI KOTA BANDAR LAMPUNG

FADHILA, ANAQOTUS SALSABILA G. and Pratiwi, Miftha and Elfandari, Safitri (2024) STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA KLINIK KECANTIKAN LAMIERRE BEAUTY AESTHETIC DI KOTA BANDAR LAMPUNG. Undergraduate thesis, Sriwijaya University.

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Abstract

Lamierre Beauty Aesthetic is one of the beauty clinics that aspires to be the most readily accessible and prominent in Lampung Province. The clinic does not have a dedicated marketing team, yet it has achieved notable success in increasing sales and providing customer satisfaction. The objective of this study is to ascertain the integrated marketing communication strategy employed by the Lamierre Beauty Aesthetic clinic. In this study, data were gathered through qualitative research methods, including in- depth interviews, observation, and document analysis. The theoretical framework employed was Integrated Marketing Communication (IMC), as proposed by Kotler and Keller. Integrated marketing communication (IMC) comprises six dimensions: advertising, public relations, sales promotion, events and experiences, direct marketing, and personal selling. The findings of this study indicate that Lamierre Beauty Aesthetic has implemented an integrated marketing communication strategy, encompassing the planning, implementation, and evaluation stages. The results demonstrate that the clinic's marketing efforts primarily focus on digital advertising, with a continued emphasis on enhancing customer service and quality. This is achieved through various promotional strategies designed to attract customers, foster positive relationships, instill brand trust, and influence customer loyalty. Lamierre Beauty Aesthetic must implement more effective strategies for the management and coordination of its marketing communication activities. This entails defining the role of the marketing team in order to facilitate the implementation of integrated marketing communication more optimally. Keywords: Lamierre Beauty Aesthetic, Beauty Clinic, Integrated Marketing Communication.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Lamierre Beauty Aesthetic, Klinik Kecantikan, Integrated Marketing Communication
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Anaqotus Salsabila G. Fadhila
Date Deposited:	21 Jan 2025 03:36
Last Modified:	21 Jan 2025 03:36
URI:	http://repository.unsri.ac.id/id/eprint/166112

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