Strategi Komunikasi Pemasaran Terpadu Rakyat Tour Salatiga dalam Membangun Brand Awareness

Wahyu Handayani, Zon Vanel

Abstract


This study aims to analyze the IMC strategies implemented by Rakyat Tour Salatiga, identify the marketing communication elements utilized, and evaluate their contribution to enhancing brand awareness. The novelty of this research lies in its focus on the early stages of brand awareness development within a local tour and travel company that relies heavily on digital media, an area that has received limited attention in previous IMC studies, which have predominantly emphasized customer loyalty and satisfaction. The findings reveal that Rakyat Tour has implemented five major IMC elements, namely advertising, sales promotion, public relations, digital media, and direct marketing. The most effective strategy in building brand awareness was the use of digital media through soft advertising based on customer experiences across Instagram, TikTok, and WhatsApp, which successfully increased brand exposure and aided brand recognition. In contrast, price-based promotional strategies and closed direct marketing practices demonstrated limited effectiveness. This study contributes to the enrichment of IMC literature in the context of digitally driven local tourism businesses and provides practical implications suggesting that tour and travel companies should strengthen audience segmentation, message differentiation, and digital media integration in order to develop broader and more sustainable brand recall and top-of-mind awareness.


Keywords


Integreted Marketing Communication; Brand Awareness; Digital Media; Tourism; Travel Services

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DOI: https://doi.org/10.32509/petanda.v8i1.6819

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