[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-237234-113":3,"detail-sidebar-cat-1-id-113":81,"doc-detail-237234-id":115},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},113,"id","marketing-communication-strategy-to-build-the-brand-image-of-vode-streetwear-journal","STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE VODE STREETWEAR - Jurnal","","Komunikasi pemasaran pada era modern banyak dilakukan melalui internet maupun pemasaran langsung. Sejumlah perusahaan menyadari strategi komunikasi pemasaran berperan penting dalam membentuk brand image, termasuk Vode Streetwear, brand lokal NTB yang diperkenalkan pada 2017. Namun pendapatan mengalami penurunan sehingga diperlukan strategi komunikasi pemasaran untuk memperkuat brand image. Penelitian ini menggunakan metode deskriptif kualitatif dengan informan kunci, utama, dan tambahan. Pengumpulan data dilakukan melalui wawancara, observasi non-partisipatif, dan dokumentasi. 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Keabsahan data diuji menggunakan triangulasi sumber, teknik pengumpulan data, dan waktu.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},237234,1789110761,{"code":4,"msg":82,"data":83},"success",[84,88,92,96,100,104,108,112],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":86,"show_sort_weight":4,"slug":87},178,"Faktur","faktur",{"id":89,"doc_module":22,"doc_module_name":25,"category_name":90,"show_sort_weight":4,"slug":91},192,"Formulir","formulir-192",{"id":93,"doc_module":22,"doc_module_name":25,"category_name":94,"show_sort_weight":4,"slug":95},180,"Media Sosial","media-sosial",{"id":97,"doc_module":22,"doc_module_name":25,"category_name":98,"show_sort_weight":4,"slug":99},179,"Poster","poster",{"id":101,"doc_module":22,"doc_module_name":25,"category_name":102,"show_sort_weight":4,"slug":103},176,"Presentasi","presentasi",{"id":105,"doc_module":22,"doc_module_name":25,"category_name":106,"show_sort_weight":4,"slug":107},177,"Resume","resume",{"id":109,"doc_module":22,"doc_module_name":25,"category_name":110,"show_sort_weight":4,"slug":111},182,"Surat","surat-a95d00d3aaf04f3b854ecf140f00d385",{"id":113,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":4,"slug":114},183,"umum-07d1ff437201438088836b2b1ed3c90f",{"code":4,"msg":82,"data":116},{"doc_id":79,"user_id":117,"nickname":42,"user_avatar":118,"doc_module":22,"category_id":113,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":119,"file_id":120,"file_url":121,"file_type":122,"file_size":123,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":124,"language":125,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":126,"faqs":127,"seo_title":128,"seo_description":12,"update_tm":80,"read_time":33},5909890329169,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE VODE STREETWEAR  \nMARKETING COMMUNICATION STRATEGY IN BUILDING BRAND IMAGE OF VODE STREETWEAR  \nAna Ridharsi Putri1, Hartin Nur Khusnia2, Yulanda Trisula Sidarta  \nYohanes3  \nProgram Studi Ilmu Komunikasi, Universitas Mataram, NTB, Indonesia  \nABSTRAK  \nKomunikasi pemasaran pada zaman modern ini telah banyak dilakukanmelalui internet maupun pemasaran secara langsung. Sebagian perusahaan sadar akan pentingnya penerapan strategi komunikasi pemasaran dalam membangun brand image, salah satunya adalah Vode Streetwear. Vode Streetwear adalah salah satu brand lokal di NTB yang sadar akan hal itu, brand yang mulai diperkenalkan padatahun 2017 ini memproduksi produk fashion. Namun pendapatan terus mengalami penurunan oleh karenanya perlu merancang strategi komunikasi pemasaran untuk membangun brand image pada Vode Streetwear.Penelitian ini merupakan penelitian deskriptif kualitatif. Informan dalam penelitian ini terdiri dari informan kunci, informan utama dan informantambahan. Teknik pengumpulan data dilakukan melaluiwawancara, observasi non partisipatif dan dokumentasi. Sedangkan, tahapan untuk menguji keabsahan datanya menggunakan Teknik triangulasi sumber, Pengumpulan data dan waktu.Hasil penelitian menunjukan strategi komunikasi pemasaran dalam membangun brand image Vode Streetwear dengan mengimplementasikankomunikasi pemasaran terpadu melalui perencanaan dan tahapan review, analisis situasi, analisis proses komunikasi, menentukan anggaran, pengembangan komunikasi pemasaran, pengawasan dan evaluasi dapat membangun brand image pada Vode Streetwear.  \nKata kunci: Strategi Komunikasi Pemasaran, Membangun Brand Image  \nABSTRACT  \nMarketing communication in this era is mostly conferred through indirect (internet) and direct (face-to-face) marketing. Some of companies aware the importance of communication strategy exertion in building the company's brand image, one of them is Vode Streetwear. Vode Streetwear, a local brand from NTB that was introduced to public in 2017 and created fashion product. This company had more attention of communication strategy recently. However, revenue continues to decline, therefore it is necessary to design a marketing communication strategy to build a brand image on Vode Streetwear. This research is aimed to discover the communication marketing strategy applied. Descriptive-qualitative method is used to achieve the purpose. There were three informants, such as key informant, main informant and additional informant. Data collection technique was conducted through interviews, non-participatory observation and documentation. Meanwhile, triangulation techniques, data collection and time were the stages to test the validity of the data use. The results of the research showed that marketing communication strategies in building the Vode Streetwear brand image implied integrated marketing communications. The steps were planning and review stages, situation analysis, communication process analysis, determining budgets, development of marketing communications. Monitoring and evaluation were also necessary in building Vode Streetwear brand image.  \nKeywords: Marketing Communication Strategy, Brand Image Building  \nPENDAHULUAN  \nMenurut Setiadi, N. J. (2003), komunikasi pemasaran adalah aktivitas yang berusaha menyebarkan informasi, mempengaruhi dan membujuk atau mengingatkanpasar sasaran atas perusahaan dan produknya agar bersedia menerima, membeli loyal pada produk yang ditawarkan perusahaan yang bersangkutan. Untuk menciptakan loyalitas konsumen adalah dengan cara citra merek (brand image) yang merupakan representasi dari keseluruhan persepsi terhadap merek dan dibentuk dari informasi dan pengalaman masa lalu terhadap merek itu. Dengan demikian komunikasi pemasaran akan menciptakan citra merek (brand image) yang dapat memberikan loyalitas parakonsumen.  \nMerek memainkan peran yang sangat penting dalam proses pengambilan keputusan konsumen. Sangat penting bag","cbCaitCisQ3LF0mP","https://ap.wps.com/l/cbCaitCisQ3LF0mP","pdf",104919,12,"Indonesian","# Abstrak\n# Pendahuluan\n## Komunikasi pemasaran dan brand image\n## Peran merek dalam keputusan konsumen\n## Gambaran Vode Streetwear dan G-Co Store\n## Permasalahan brand image dan penurunan pendapatan","[{\"question\":\"Apa tujuan penelitian tentang Vode Streetwear dalam membangun brand image?\",\"answer\":\"Penelitian bertujuan menemukan dan menjelaskan strategi komunikasi pemasaran yang diterapkan untuk membangun serta memperkuat brand image Vode Streetwear.\"},{\"question\":\"Metode apa yang digunakan dalam penelitian ini?\",\"answer\":\"Penelitian menggunakan metode deskriptif kualitatif dengan informan kunci, informan utama, dan informan tambahan.\"},{\"question\":\"Bagaimana cara peneliti mengumpulkan dan memvalidasi data?\",\"answer\":\"Data dikumpulkan melalui wawancara, observasi non-partisipatif, dan dokumentasi. Keabsahan data diuji menggunakan triangulasi sumber, teknik pengumpulan data, dan waktu.\"}]","STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE VODE STREETWEAR - Jurnal | PDF"]