STRATEGI KOMUNIKASI PEMASARAN WEDDING ORGANIZER SYAR'I DALAM MEMBANGUN BRAND IMAGE (Studi Deskriptif Mawa Wedding Syar'i Planner)

Nandita Naadaasa, . (2022) STRATEGI KOMUNIKASI PEMASARAN WEDDING ORGANIZER SYAR'I DALAM MEMBANGUN BRAND IMAGE (Studi Deskriptif Mawa Wedding Syar'i Planner). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Mawa Wedding Syar'i Planner is a syar'i wedding organizer that is located in Bandung and it has several experiences in some areas of West Java, Central Java, Lampung, and Greater Jakarta. In contrast to wedding organizers in general, Mawa branded itself with "wedding syar'i" in its brand name. Mawa Wedding Syar'i Planner has a challenge since syar'i wedding is not familiar enough to the public cause it still seems strange and taboo to use. In addition, syar'i weddings are still competing with local customs. The method used in this study is descriptive qualitative with interviews for data collecting techniques with 18 informants. The result shows that Mawa Wedding Syar'i Planner has two principles for building a good brand image: education and documentation. Mawa Wedding Syar'i Planner uses several elements of marketing communication strategy as a means to build a good brand image includes advertising, sales promotion, public relations, events and experience, word of mouth, and the internet.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 1810411182] [Pembimbing 1 : Drina Intyaswati] [Pembimbing 2 : Rizkiya Ayu Maulida] [Penguji 1 : Radita Gora Tayibnafis]
Uncontrolled Keywords: Wedding Syar'I, Image Theory, Marketing Communication Strategy, Brand Image
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Nandita Naadaasa
Date Deposited: 09 Mar 2022 13:42
Last Modified: 09 Mar 2022 13:42
URI: http://repository.upnvj.ac.id/id/eprint/16796

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