ANALISIS BRAND COMMUNICATION PALEMBANG INDAH MALL DALAM PENGEMBANGAN BRAND IMAGE DI MASA TRANSISI ENDEMI

ZULFI, NATASYA ARTAMEIVIA and Pratiwi, Miftha (2022) ANALISIS BRAND COMMUNICATION PALEMBANG INDAH MALL DALAM PENGEMBANGAN BRAND IMAGE DI MASA TRANSISI ENDEMI. Undergraduate thesis, Sriwijaya University.

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Abstract

Palembang Indah Mall is one of the malls in Palembang City that has been affected by the COVID-19 pandemic, for this reason Palembang Indah Mall is currently using brand communication in brand image development to restore visitor traffic during the endemic transition period. This research aims to find out the brand communication of Palembang Indah Mall in developing brand image during the endemic transition. Data were obtained from in depth interviews and documentation studies with qualitative research methods. This research uses brand communication theory which has three elements in it, namely customer, delivery and content. The results showed that Palembang Indah Mall in the implementation of brand communication during the endemic transition received more complaints because there were differences in brand communication carried out by Palembang Indah Mall during the pandemic and endemic transition both through advertising, direct marketing, public relations, events, or sales promotion. The implementation of brand communication carried out by the management of Palembang Indah Mall need to be reviewed in order to create a better perception from customers or the people of Palembang City in order to develop the brand image of Palembang Indah Mall during the endemic transition.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Communication, Palembang Indah Mall, Brand Image, Endemic Transition.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Natasya Artameivia Zulfi
Date Deposited:	18 Jan 2023 07:31
Last Modified:	18 Jan 2023 07:31
URI:	http://repository.unsri.ac.id/id/eprint/86589

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