STRATEGI INTEGRATED MARKETING COMMUNICATION OUTDOOR GEAR ANTARESTAR DALAM MEMBANGUN BRAND AWARENESS

PERMATASARI, SALSABILA ZAHRA and Pratiwi, Miftha (2025) STRATEGI INTEGRATED MARKETING COMMUNICATION OUTDOOR GEAR ANTARESTAR DALAM MEMBANGUN BRAND AWARENESS. Undergraduate thesis, Sriwijaya University.

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Abstract

The increasing outdoor gear market in Indonesia provides a great opportunity for the presence of local brands as business players. Antarestar as one of the local outdoor gear brands that is still developing, cannot be separated from the market competition that occurs. Therefore, a marketing communication strategy is needed in order to be recognized and survive among competitors. This research uses integrated marketing communication (IMC) theory by George E. Belch to analyze the marketing communication strategy carried out by Antarestar in building brand awareness. This research uses qualitative research methods with data collection through in-depth interviews, document studies, and observations. The results of this study shows that Antarestar has implemented an integrated marketing communication strategy using six dimensions, namely advertising, direct marketing, sales promotion, public relations, sponsorship, and personal selling. As well as new findings, namely content marketing which all of the dimensions aid each other as an effort to build brand awareness.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Salsabila Zahra Permatasari
Date Deposited:	16 May 2025 07:25
Last Modified:	16 May 2025 07:25
URI:	http://repository.unsri.ac.id/id/eprint/172889

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