WAHYUNINGTYAS, LIANA (2023) INTEGRATED MARKETING COMMUNICATION (IMC) PADA BIMBINGAN BELAJAR BRAIN ACADEMY. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

In recent years, technological developments have become increasingly sophisticated and experienced many changes. The development of science and technology has increasingly encouraged reform efforts in various fields, one of which is in the field of education. The effect of technological developments in the field of education is expected to improve the quality of education in Indonesia. The Covid-19 pandemic has also become a factor driving changes in the way of learning, Brain Academy as the market leader and also tutoring, which for the first time carried the concept of blended learning, now has many competitors in the same field. Even so, Brain Academy is still able to maintain its existence with the proven increase in the number of Brain Academy Centers in every city in Indonesia. The purpose of this study was to analyze the marketing communication strategy at Brain Academy tutoring and find out the supporting and inhibiting factors of Brain Academy's marketing communication strategy. This study uses a qualitative descriptive research method by collecting primary data and secondary data. The theory used in this study is the Integrated Marketing Communication (IMC) theory. The increase in the number of branches of the Brain Academy Center is in line with the increase in the number of students present. Currently there are 70 Brain Academy Center branches spread throughout Indonesia. As for attracting the interest of prospective students to join, of course, the right marketing strategy is needed. The results of this study show that Brain Academy uses advertising, sales promotion, public relations, individual selling, direct selling, and adding sectors through internet marketing using the role of social media and influencers as brand ambassadors. The implementation of Brain Academy's marketing communication strategy according to IMC has proven to be effective in attracting students' attention to follow Brain Academy's course

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor JAIZ, MUHAMMAD 197106292003121001 Thesis advisor YUDHI SEPTA PRIANA, RONNY 198009242014041001
Additional Information:	Beberapa tahun belakangan ini, perkembangan teknologi sudah semakin canggih dan mengalami banyak perubahan. Perkembangan ilmu pengetahuan dan teknologi semakin mendorong upaya-upaya pembaharuan di berbagai bidang, salah satunya adalah dalam bidang pendidikan. Efek perkembangan teknologi dalam bidang pendididikan ini diharapkan mampu meningkatkan kualitas pendidikan di Indonesia. Pandemi Covid-19 juga menjadi faktor pendorong perubahan cara belajar, Brain Academy sebagai market leader dan juga bimbingan belajar yang pertama kali mengusung konsep blended learning kini memiliki banyak pesaing yang berada pada bidang yang sama. Meski begitu Brain Academy tetap mampu mempertahankan eksistensinya dengan terbukti meningkatnya jumlah Brain Academy Center pada tiap tiap kota di Indonesia. Tujuan penelitian ini untuk menganalisis strategi komunikasi pemasaran pada bimbingan belajar Brain Academy dan mengetahui faktor pendukung serta penghambat strategi komunikasi pemasaran Brain Academy. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dengan cara mengumpulkan data primer dan data sekunder. Teori yang digunakan pada penelitian ini yaitu teori Integrated Marketing Communication (IMC). Meningkatnya jumlah cabang Brain Academy Center sejalan dengan peningkatan jumlah siswa yang ada. Saat sudah terdapat 70 cabang Brain Academy Center yang tersebar di seluruh Indonesia. Adapun dalam menarik minat calon siswa untuk berganung, tentunya dibutuhkan strategi pemasaran yang tepat. Hasil penelitian ini menunjukan Brain Academy menggunkan Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjual Perorangan, Penjualan Langsung, dan melakukan penambahan sektor melalui internet marketing dengan menggunakan peran media sosial dan juga influencer sebagai brand ambassador. Pelaksanaan dari strategi komunikasi pemasaran Brain Academy sesuai dengan IMC yang terbukti efektif dalam menarik perhatian siswa untuk mengikuti bimbingan belajar Brain Academy.
Uncontrolled Keywords:	Keywords: Marketing Communication Strategy, Brain Academy, Online learning, Generation Z, Theory of Integrated Marketing Communication (IMC). Kata kunci: Strategi Komunikasi Pemasaran, Brain Academy, Pembelajaran online, Generasi Z, Teori Integrated Marketing Communication (IMC).
Subjects:	Communication > Communication (General)
Divisions:	06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User:	Ms Liana Wahyuningtyas
Date Deposited:	09 Jun 2023 14:04
Last Modified:	09 Jun 2023 14:04
URI:	http://eprints.untirta.ac.id/id/eprint/25275

Available Versions of this Item

• INTEGRATED MARKETING COMMUNICATION (IMC) PADA BIMBINGAN BELAJAR BRAIN ACADEMY. (deposited UNSPECIFIED)
  • INTEGRATED MARKETING COMMUNICATION (IMC) PADA BIMBINGAN BELAJAR BRAIN ACADEMY. (deposited 09 Jun 2023 14:04) [Currently Displayed]

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