Implementasi Integrated Marketing Communication Local Agency (Friendshub) dalam Membangun Brand Awareness
DOI:
https://doi.org/10.62383/studi.v3i1.948Keywords:
Brand Awareness, Friendshub, Implementation, Integrated Marketing Communication, Marketing CommunicationAbstract
This study aims to examine how the implementation of Integrated Marketing Communication (IMC) carried out by Friendshub contributes to building and strengthening brand awareness. Employing a descriptive qualitative approach and a case study method, data were collected through in-depth interviews with the core team of Friendshub and documentation of marketing activities, which were then thematically analyzed to explore communication patterns and creative strategies applied. The findings reveal that Friendshub integrates six elements of IMC as proposed by Belch and Belch (2021)—advertising, sales promotion, public relations, personal selling, direct marketing, and digital/interactive marketing—implemented across various channels such as social media, WhatsApp, email blasts, and event organization that emphasizes direct experiential engagement. The success of this implementation is supported by close communication with clients, consistent visual identity, and the adaptability of messages to audience needs, while challenges include limited budgets, dependence on client briefs, and short execution timelines. These findings highlight that consistent, creative, and adaptive IMC practices are not only effective in enhancing brand awareness but also in strengthening long-term relationships between Friendshub as a brand and its audience, thereby contributing positively to the sustainability of its image and corporate growth.
Downloads
References
Aaker, D. A. (1996). Building strong brands. New York, NY: The Free Press.
Abdullah, N., & Rahman, A. (2024). Integrated marketing communication, social media, and brand equity in digital-native consumers. Journal of Marketing Management, 40(2), 129–147.
Ahmad, N., & Wilkins, R. (2024). Qualitative research methods in digital communication studies. London, UK: Routledge.
Alberta, H., & Wijaya, L. S. (2021). Analisis strategi komunikasi pemasaran terpadu dalam meningkatkan penjualan dan brand awareness. Jurnal Ilmiah Media, Public Relations, dan Komunikasi (IMPRESI), 2(1), 1. https://doi.org/10.20961/impresi.v2i1.51711
Aslam, R., Qureshi, S., & Shah, M. (2024). Strategic IMC planning for digital brands. Journal of Contemporary Marketing, 12(1), 45–61.
Aslam, W., Batool, M., & Imran, M. (2024). Social media-based integrated marketing communication and brand equity: A consumer-driven perspective. Heliyon, 10(3), e24341.
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). New York, NY: McGraw-Hill Education.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.
Deloitte. (2023a). Global marketing trends 2023: Brands as a force for growth. Deloitte Insights.
Deloitte. (2023b). 2023 global marketing trends: Authenticity, empathy, and the customer experience. Deloitte Insights.
Fill, C., & Turnbull, S. L. (2019). Marketing communications: Discovery, creation and conversations (8th ed.). Pearson Education.
HubSpot. (2023). State of marketing report. HubSpot.
Keller, K. L. (2021). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Harlow, UK: Pearson Education.
Keller, K. L. (2023). Strategic brand management (5th ed.). Harlow, UK: Pearson Education.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), 34–41. https://doi.org/10.1108/JBS-05-2014-0052
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2017). Principles of marketing (8th European ed.). Harlow, UK: Pearson Education Limited.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
McKinsey & Company. (2023a). Next in personalization 2023: The future of brand engagement. McKinsey & Company.
McKinsey & Company. (2023b). How connected brands win: The power of integrated communication. McKinsey & Company.
McKinsey & Company. (2023c). The new rules of brand engagement in a fragmented world. McKinsey & Company.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Thousand Oaks, CA: SAGE Publications.
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Ed. Revisi). Bandung: Remaja Rosdakarya.
Pearson, L., & Malthouse, E. C. (2024). Stakeholder-oriented marketing communication. Harvard Business Review Digital Insights.
Qi, L., Zhang, H., & Tan, Y. (2024). Digital IMC: Customer engagement in the social media era. International Journal of Integrated Marketing, 8(2), 22–39.
Rossiter, J. R., & Percy, L. (2018). Advertising and promotion management (2nd ed.). McGraw-Hill Education.
Rumagit, G. P., & Vanel, Z. (2025). Analisis strategi integrated marketing communication (IMC) Aerostreet dalam membangun brand awareness. YUME: Journal of Management, 8(1.1), 1552–1567.
Santoso, B., & Utami, D. (2022). Digital marketing dan influencer dalam kampanye brand awareness: Studi kasus di Indonesia. Jurnal Komunikasi dan Media, 15(2), 89–102.
Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2013). The evolution of IMC: IMC in a global environment. Journal of Marketing Communications.
Smith, J. (2020). Data-driven marketing strategies in the age of social media. Marketing Science Review, 28(3), 45–59.
Statista. (2024). Global marketing trends report: Integrated marketing adoption. Statista.
Sugiyono. (2023). Metode penelitian kualitatif untuk penelitian pendidikan, sosial, dan budaya (Edisi terbaru). Bandung: Alfabeta.
