Integrated Marketing Communication Strategy in Improving Brand Awareness of Gold Installment Products Bank Syariah Indonesia

Abstract

Brand Awareness or brand awareness is the ability of potential consumers to remember a brand. Brand Awareness is the main goal of communication for all marketing strategies to get top of mind in the eyes of consumers. Public brand awareness of gold installment products at BSI KC Kartoharjo is still low, not yet able to become top of mind, and sales targets are still lacking. The aim of this research is to know the Integrated strategy marketing Communication that has been done, supporting and inhibiting factors, impact of the strategy Integrated marketing Communication in increasing Brand Awareness of gold installment products at BSI KC Kartoharjo. This study uses a qualitative approach. Observation data collection techniques, interviews, documentation. The results of the research show the Integrated strategy marketing Communication that has been carried out by BSI KC Kartoharjo includes Advertising, Sales Promotions, Events and Experience , Public Relations , Direct Marketing, Word Of Mouth , and Personal Selling. The supporting factor is being consistent in carrying out the Integrated strategy marketing Communication both small and large scale, the inhibiting factors namely the application of the AIDA framework, feedback analysis, and RTL have not been maximized, there are semantic, sociological, ecological, and mechanical marketing communication barriers in the community. Impact of Integrated strategy marketing Communication from the side of banking and society is less than optimal. Based on the results of the data, 4 informants were categorized as unware of brand, 1 brand informant recall , 1 top informant of mind and sales of gold installment products have not met the target.