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primary topic: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK

IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK
type: Thesis
type: Article
abstract: 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.
date: 2025-08-19
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
has version: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
has published: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
has document: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
subject: 302.2 Communication/Komunikasi

IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
type: Document
has file: 20107030027_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 20107030027_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 20107030027 Azizah Nur Azhari
type: Person
given name: NIM.: 20107030027
family name: Azizah Nur Azhari

IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
type: Document
is version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
is volatile version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
type: Document
is version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
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is volatile version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
type: Document
is version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
is volatile version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Other)
type: Document
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is volatile version of: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK (Text)
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primary topic: IMPLEMENTASI KOMUNIKASI PEMASARAN JOGGER JOGJA DALAM MEMPERTAHANKAN CITRA MEREK

302.2 Communication/Komunikasi
type: Concept