Yohanna Marchelina, . (2025) STRATEGI KOMUNIKASI PEMASARAN KEFI STUDIO DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The creative industry is experiencing rapid growth, including the rising popularity of self-photo studios among urban communities. The demand for aesthetic and instant photography services presents both opportunities and challenges for new businesses like Kefi Studio to build brand awareness in a highly competitive market. This study aims to identify Kefi Studio’s marketing communication strategy through social media, integrated within the framework of Integrated Marketing Communication (IMC), to build brand awareness. This research uses a descriptive qualitative approach with data collection techniques including in-depth interviews, observation, and documentation. The findings show that Kefi Studio has consistently implemented integrated marketing communication strategies across multiple channels. These include paid advertisements on Instagram and TikTok, discount programs and loyalty cards, participation in events through services like Kefibooth and Kefibox, word-of-mouth promotion via customer testimonials and KOL collaborations, direct marketing using vouchers and business cards, as well as public relations efforts through emotional visuals and responsive customer feedback. However, the brand has yet to become the top-of-mind choice for consumers when considering self-photo studio services. Therefore, a more focused and continuous communication strategy is still needed to strengthen the brand’s position in the market.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411136] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Ratu Nadya Wahyuningratna] [Penguji 2: Windhi Tia Saputra] |
| Uncontrolled Keywords: | Brand Awareness, IMC, Marketing Communication Strategy, Self Photo Studio. |
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | YOHANNA MARCHELINA |
| Date Deposited: | 01 Sep 2025 03:28 |
| Last Modified: | 01 Sep 2025 03:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39922 |
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