IMC Pada Pusat Perbelanjaan dalam Membangun Brand Awareness (Studi Kasus Trans Studio Mall Cibubur di Masa Pandemi)

Abstract

The growth of shopping centers in Indonesia continues to increase and this certainly makes competition fierce among shopping centers in Indonesia. Not only that, the ongoing COVID-19 pandemic has also made it a challenge for every shopping center to maintain its existence. One of them is Trans Studio Mall Cibubur, which has been impacted by the COVID-19 pandemic, which is why the implementation of integrated marketing communication is very necessary in building the progress and development of a company. Not only that, building brand awareness for a company is also of course necessary to maintain good relations with consumers. Therefore, this research aims to analyze the implementation of integrated marketing communication activities carried out by the Trans Studio Mall Cibubur shopping center in building brand awareness during the covid-19 pandemic. In this study, the research method used is a case study with a qualitative research approach using interview, observation and literature studies. The results of this study found that all components of integrated marketing communication (IMC) were actively carried out by Trans Studio Mall Cibubur in building public brand awareness during the covid-19 pandemic, so that the identity of Trans Studio Mall Cibubur was known to the public.

Pertumbuhan pusat perbelanjaan di Indonesia terus mengalami peningkatan. Hal ini  menjadikan persaingan di antara pusat perbelanjaan di Indonesia semakin ketat. Tidak hanya itu, kondisi pandemi Covid-19 yang tidak kunjung usai juga menjadikan tantangan bagi setiap pusat perbelanjaan dalam mempertahankan eksistensinya. Salah satunya Trans Studio Mall Cibubur, yang mendapat dampak akibat pandemi Covid-19. Karena itulah penerapan integrated marketing communication sangat diperlukan dalam membangun kemajuan dan perkembangan dari suatu perusahaan. Tidak hanya itu, membangun kesadaran merek (brand awareness) bagi suatu perusahaan juga tentu diperlukan untuk menjaga hubungan baik dengan konsumen. Maka itu melalui penelitian ini bertujuan untuk menganalisis implementasi dari kegiatan integrated marketing communication yang dilakukan pusat perbelanjaan Trans Studio Mall Cibubur dalam membangun brand awareness di masa pandemi covid-19. Pada penelitian ini metode penelitian yang digunakan adalah studi kasus dengan pendekatan penelitian kualitatif menggunakan teknik wawancara, observasi dan studi pustaka. Hasil dari penelitian ini ditemukan bahwa seluruh komponen komunikasi pemasaran terpadu (IMC) aktif dijalankan oleh Trans Studio Mall Cibubur dalam membangun kesadaran merek khalayak di masa pandemi Covid-19, sehingga identitas Trans Studio Mall Cibubur dikenal oleh khalayak.