ANALISIS KOMUNIKASI PEMASARAN DIGITAL DALAM MEMBANGUN BRAND AWARENESS PT PRIMA UNGGUL GLOBAL MAKASSAR
Keywords:
Komunikasi Pemasaran Digital, Brand Awareness, Travel Umrah, Influencer Marketing, Electronic Word of MouthAbstract
Era digitalisasi mengubah komunikasi pemasaran, termasuk sektor travel umrah. Penelitian ini bertujuan menganalisis strategi komunikasi pemasaran digital PT Prima Unggul Global Makassar dalam membangun brand awareness serta dampaknya terhadap kesadaran merek. Metode yang digunakan adalah deskriptif kualitatif melalui wawancara mendalam terhadap sebelas informan yang dipilih secara purposive, terdiri atas manajemen, pengelola media sosial, agen, dan jamaah. Analisis data menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa perusahaan menerapkan strategi terintegrasi melalui media sosial multi-platform, SEO dan SEM, video marketing, email marketing, eWOM berbasis testimoni jamaah, serta kolaborasi dengan ustaz dan religious influencer. Dampaknya terlihat pada peningkatan hierarki brand awareness hingga top of mind pada jamaah loyal, perluasan jangkauan geografis, terbentuknya asosiasi merek positif, meningkatnya engagement, serta konversi awareness menjadi repeat purchase.
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