Strategi Integrated Marketing Communication (Imc) Dalam Membangun Brand Image Rotary Auto
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Pasar jasa otomotif Jakarta yang sangat kompetitif menuntut perusahaan untuk memiliki strategi pemasaran yang efektif dalam membangun citra merek yang kuat. Salah satu pendekatan yang digunakan adalah Integrated Marketing Communication (IMC) yang menggabungkan berbagai instrumen komunikasi untuk mencapai pesan yang konsisten. Penelitian ini bertujuan untuk mengevaluasi efektivitas penerapan IMC di Rotary Auto Workshop dalam membangun citra merek di tengah pasar jasa otomotif yang jenuh.
Metode:Pendekatan yang digunakan adalah studi kasus kualitatif dengan pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Data dianalisis secara induktif untuk menarik kesimpulan. Temuan penelitian menunjukkan bahwa saluran komunikasi yang paling dominan adalah iklan digital, hubungan masyarakat (PR), dan media sosial. Pengelolaan umpan balik pelanggan secara terus-menerus oleh staf kantor dan admin penjualan menjadi bagian penting dalam pengendalian kualitas. Kolaborasi strategis dengan Key Opinion Leaders (KOL) dan pelayanan yang ramah turut memperkuat identitas merek dan pengenalan konsumen. IMC yang terstruktur dan sinkronisasi pesan yang konsisten, bersama dengan strategi kolaborasi dan pelayanan yang berkualitas, terbukti efektif dalam membangun citra merek yang kuat dan meningkatkan pengenalan merek di pasar otomotif Jakarta.
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