FAQIH MAULANA, ILMAN (2024) STRATEGI KOMUNIKASI PEMASARAN GETZKE FOOTWEAR DALAM MENINGKATKAN BRAND AWARENESS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research is grounded in the case of Getzke Footwear, one of the leading local shoe brands in Serang City, which has demonstrated that local shoe products can compete in terms of quality and comfort with imported products. This study aims to analyze the planning, implementation, and development of Getzke Footwear’s IMC strategy and to explain the main elements of their marketing communication strategy. This research employs a qualitative descriptive method, using data collection techniques including interviews, observations, and document analysis. The findings reveal that Getzke Footwear's marketing communication strategy encompasses six main elements: advertising, sales promotion, direct marketing, public relations, events and experiences, and interactive marketing. Instagram is utilized to present a consistent and professional visual catalog of products, while TikTok is employed to create creative campaigns such as hashtag challenges (StyleDenganGetzke), generating user-generated content. These strategies allow Getzke Footwear to enhance brand awareness and organically expand the brand’s reach. However, this study also identifies challenges faced by Getzke Footwear, such as intense competition with local and imported products and shifts in young consumers' preferences. To address these challenges, Getzke Footwear needs to strengthen its product differentiation, deliver relevant brand messages, and continue innovating in creating engaging social media content. Regular planning and evaluation of strategies are key to maintaining consumer loyalty and staying competitive in the market..
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilatarbelakangi oleh Getzke Footwear, sebagai salah satu merek sepatu lokal terkemuka di Kota Serang, telah menunjukkan bahwa produk sepatu lokal mampu bersaing dalam hal kualitas dan kenyamanan dengan produk impor. Penelitian ini bertujuan untuk menganalisis perencanaan, pelaksanaan, dan perkembangan strategi IMC Getzke Footwear, serta menjelaskan elemen-elemen utama strategi komunikasi pemasaran mereka. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara, observasi, dan analisis dokumen. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran Getzke Footwear mencakup enam elemen utama, yaitu periklanan, promosi penjualan, pemasaran langsung, hubungan masyarakat, event dan pengalaman, serta pemasaran interaktif. Instagram digunakan untuk menyajikan katalog produk secara visual yang konsisten dan profesional, sementara TikTok dimanfaatkan untuk menciptakan kampanye kreatif seperti tantangan bertagar (StyleDenganGetzke) yang menghasilkan user-generated content. Strategi ini memungkinkan Getzke Footwear untuk meningkatkan Brand Awareness sekaligus memperluas jangkauan merek secara organik. Namun, penelitian ini juga menemukan tantangan yang dihadapi Getzke Footwear, seperti persaingan ketat dengan produk lokal dan impor, perubahan preferensi konsumen muda. Untuk menghadapi tantangan ini, Getzke Footwear perlu memperkuat diferensiasi produk mereka, menyampaikan pesan merek yang relevan, serta terus berinovasi dalam menciptakan konten media sosial yang menarik. Perencanaan dan evaluasi strategi secara berkala menjadi kunci untuk menjaga loyalitas konsumen dan tetap kompetitif di pasar. | |||||||||
| Uncontrolled Keywords: | Integrated Marketing Communication, brand awareness, Getzke Footwear Integrated Marketing Communication, brand awareness, Getzke Footwear | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | ILMAN FAQIH MAULANA | |||||||||
| Date Deposited: | 25 Feb 2025 02:57 | |||||||||
| Last Modified: | 25 Feb 2025 02:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47166 |
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