Zetta Devia Nurtriyanto, . (2026) STRATEGI KOMUNIKASI PEMASARAN PADA MARS GYM INDONESIA DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze Mars Gym Indonesia's marketing communication strategies for building brand awareness, utilizing the concepts of the promotional mix and the brand awareness pyramid. The research employs a qualitative descriptive approach, utilizing purposive sampling to select informants. Data were collected through interviews, observation, and documentation. The data analysis technique in this study employs the interactive analysis model comprising data reduction, data display, and conclusion drawing/verification. Data validity was tested using technique triangulation. The results indicate that Mars Gym Indonesia implements its marketing communication strategy through a promotion mix that includes advertising, direct marketing, sales promotion, personal selling, and public relations. These strategies are executed by leveraging digital media, promotional programs, community activities, collaborations with Key Opinion Leaders (KOLs), and customer-centric interpersonal communication. While the strategy helping built brand awareness at the levels of brand recognition and brand recall, its effectiveness is not yet optimal due to obstacles such as low social media engagement, a lack of content differentiation, and inconsistent brand identity across marketing communications. Therefore, it is necessary to strengthen the marketing communication strategy for making it more consistent, creative, and integrated to enhance brand awareness for Mars Gym Indonesia. Keywords: Marketing Communication Strategy, Promotion mix, Brand awareness, Mars Gym Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411053] [Pembimbing: Vina Mahdalena] [Penguji 1: Siti Maryam] [Penguji 2: Windhi Tia Saputra] |
| Uncontrolled Keywords: | Marketing Communication Strategy, Promotion mix, Brand awareness, Mars Gym Indonesia. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| 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: | ZETTA DEVIA NURTRIYANTO |
| Date Deposited: | 02 Sep 2026 08:03 |
| Last Modified: | 02 Sep 2026 08:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53656 |
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