Dewi Larasatya, . (2026) STRATEGI KOMUNIKASI PEMASARAN BERKELANJUTAN HOUSE OF THALITA DALAM MEMBANGUN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to identify the sustainable marketing communication strategy used by House of Thalita in building brand awareness. The research method used is a descriptive qualitative approach, with data collected through interviews, observation, and documentation. The results show that House of Thalita implements a marketing communication strategy through five marketing communication mix elements (advertising, personal selling, sales promotion, public relations & publicity, and direct marketing), combined with the 4C sustainable marketing mix (customer solutions, customer cost, convenience, and communication) to build brand awareness. Personal selling, public relations, and publicity contribute to conveying sustainability values and building consumer trust, while advertising remains limited to Instagram, indicating that digital channels still need further development. In sustainable marketing, sustainability values are communicated through the use of natural materials, empowerment of local artisans, and education on product quality and durability, although convenience and message consistency across communication channels still need improvement. House of Thalita has successfully reached the brand recognition stage among consumers. Although it has not yet reached the top of mind stage, House of Thalita continues to strengthen its image as an ethnic bag brand made from natural materials with artistic value from Bogor City. Keywords: Brand Awareness, Marketing Communication, Sustainable Marketing, MSMEs
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411073] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Puri Bestari Mardani] |
| Uncontrolled Keywords: | Brand Awareness, Marketing Communication, Sustainable Marketing, MSMEs |
| 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: | DEWI LARASATYA |
| Date Deposited: | 31 Aug 2026 07:48 |
| Last Modified: | 31 Aug 2026 07:48 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52570 |
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