STRATEGI KOMUNIKASI VISUAL MERCHANDISING DALAM MENDUKUNGCITRA MEREK PADA BRAND WHITE MODE SUPERMALL KARAWACI

Mubarok, Harry Adhara (2023) STRATEGI KOMUNIKASI VISUAL MERCHANDISING DALAM MENDUKUNGCITRA MEREK PADA BRAND WHITE MODE SUPERMALL KARAWACI. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penerapan Visual Merchandising sebagai alat komunikasi pemasaran dalam mendukung citra merek. Untuk meningkatkan pembelian konsumen, maka diperlukan sebuah upaya peningkatan strategi dalam program pemasaran. Citra merek dapat berpengaruh sangat penting bagi kelangsungan perusahaan karena dengan minat beli yang dilakukan konsumen akan timbul perasaan keingininan membeli atau mengkonsumsi barang yang diinginkan. Selain itu citra merek juga dapat memberikan keuntungan bagi perusahaan dalam meningkatkan penjualan produk yang mereka pasarkan. Penelitian ini menggunakan konsep Maketing Public Relations yakni Three Ways Strategy menurut Kotler yaitu push, pull dan pass untuk mengetahui Strategi Komunikasi Visual Merchandising Dalam Mendukung Citra Merek pada Brand White Mode Supermall Karawaci. Tipe penelitian yang digunakan adalah penelitian dengan metode deskriptif kualiatatif. Subjek dalam penelitian ini adalah Visual Merchandiser, Manajemen, dan pelanggan White Mode, lalu untuk objek penelitian yaitu strategi dan aktifitas yang dilakukan oleh visual merchandiser dalam mendukung citra merek untuk menarik perhatian calon pelanggan. Berdasarkan hasil penelitian menunjukkan bahwa, Visual Merchandiser berperan penting dalam mendukung citra merek sebagai Marketing Public Relations pada Brand White Mode dimana dalam aktifitas dan program kerja yang dilakukan oleh Visual Merchandiser yaitu menciptakan tampilan toko yang menarik, membuat kampanye melalui sosial media, dan berperan sebagai fashion stylish sehingga dapat membentuk citra merek positif pada pelanggannya. Kata kunci : Visual Merchandising, Marketing Public Relations, Citra Merek. Application of Visual Merchandising as a marketing communication tool in support of brand image. To increase consumer purchases, it is necessary to improve the strategy in the marketing program. Brand image can have a very important influence on the continuity of the company because with buying interest by consumers there will be a feeling of wanting to buy or consume the desired item. In addition, brand image can also provide benefits for companies in increasing sales of the products they market. This study uses the concept of Marketing Public Relations, namely the Three Ways Strategy according to Kotler, namely push, pull and pass to find out the Visual Merchandising Communication Strategy in Supporting Brand Image at Brand White Mode Supermall Karawaci. The type of research used is research with a qualitative descriptive method. The subjects in this study are Visual Merchandisers, Management, and White Mode customers, then the object of research is the strategies and activities carried out by visual merchandisers in supporting brand image to attract the attention of potential customers. Based on the results of the study, Visual Merchandiser plays an important role in supporting brand image as Marketing Public Relations in Brand White Mode where in the activities and work programs carried out by Visual Merchandisers, namely creating an attractive store appearance, creating campaigns through social media, and acting as fashion stylish so as to form a positive brand image to its customers. Keywords: Visual Merchandising, Marketing Public Relations, Brand Image.

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