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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK
The increasingly fierce business competition occurred due to the surge in the number of tourists in Yogyakarta, making Jogger Jogja not only focus on marketing its products but also maintain the company's brand image. Jogger Jogja is a productive business that sells Yogyakarta-style souvenir t-shirts engaged in the tourism sector. The purpose of this study is to analyze how the implementation of marketing communication applied by Jogger Jogja in maintaining brand image. The descriptive qualitative research method was used by the researcher in analyzing the application of marketing communication using the concept of effective marketing communication (Kotler and Keller) and brand image theory (Keller and Swaminathan). In this study, the researcher found the marketing communication strategy carried out by Jogger Jogja by identifying the target audience, determining the communication objectives, designing the communication, deciding on the marketing communication channel, setting the budget, making decisions on the promotion mix, and measuring the communication results. The results of this study show that the implementation of marketing communication from Jogger Jogja is effective in maintaining brand image. This is evidenced by the company's high sales figures, consumer satisfaction, and consumers' repeated purchases of products. Thus, the implementation of marketing communication from Jogger Jogja through marketing communication strategies (Kotler and Keller) and brand image theory (Keller and Swaminathan) is effective in maintaining the company's brand image.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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