%O Fairuz Islamic Wedding Organizer, yang beroperasi di Kota Cilegon, Banten, memiliki identitas merek yang membedakannya dari para kompetitor. Untuk tetap unggul di tengah persaingan yang kompetitif, Fairuz berupaya mempertahankan identitas merek Islaminya. Penelitian ini bertujuan untuk mengkaji bagaimana Fairuz Islamic Wedding Organizer mengimplementasikan komunikasi merek guna mempertahankan identitas Islaminya serta meningkatkan citra dan daya saing. Dalam penelitian ini, peneliti menggunakan teori komunikasi merek oleh Schultz & Barnes penelitian ini menerapkan metode kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara mendalam, observasi, dokumentasi, dan studi pustaka. Hasil dari penelitian ini menunjukkan bahwa identitas islami yang dibentuk oleh Fairuz Islamic Wedding Organizer melalui analisis teori Brand Communication, berdampak signifikan. Melalui Brand Visualization, Fairuz Islamic Wedding Organizer berusaha memberikan kesan yang baik dan juga islami, pada logo, dekorasi, media sosial dan pakaian pengantin serta crew. Pada Brand Activation, Fairuz juga aktif memberikan pesan dan kesan Islami dalam promosi dan pelaksanaan pernikahan yang mereka atur. Fairuz membangun hubungan langsung dengan pelanggan melalui interaksi aktif di media sosial dan pemasaran dari mulut ke mulut, sekaligus memperkuat identitas mereknya melalui konten digital yang mengandung pesan Islami.
%A AUM RUMDANAH
%L eprintuntirta48665
%D 2025
%X Fairuz Islamic Wedding Organizer, operating in Cilegon, Banten, possesses a brand identity that distinguishes it from its competitors. To remain competitive in the industry, Fairuz strives to maintain its Islamic brand identity. This study aims to examine how Fairuz Islamic Wedding Organizer implements brand communication to preserve its Islamic identity while enhancing its image and competitiveness. This research applies the brand communication theory by Schultz & Barnes and employs a qualitative descriptive method with data collection techniques including in-depth interviews, observations, documentation, and literature studies. The findings of this study indicate that the Islamic identity established by Fairuz Islamic Wedding Organizer, analyzed through Brand Communication theory, has a significant impact. Through Brand Visualization, Fairuz Islamic Wedding Organizer seeks to create a strong Islamic impression in its logo, decorations, social media content, and the attire of both brides and crew members. In Brand Activation, Fairuz actively conveys Islamic messages and values in its promotional activities and wedding event executions. Fairuz fosters direct relationships with customers through active engagement on social media and word-of-mouth marketing, further strengthening its brand identity through digital content that conveys Islamic messages.
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%T BRAND COMMUNICATION FAIRUZ WEDDING ORGANIZER SEBAGAI ISLAMIC BRAND IDENTITY
%K Brand Communication, Islamic Brand Identity, Wedding Organizer
Brand Communication, Islamic Brand Identity, Wedding Organizer