STRATEGI KOMUNIKASI PEMASARAN DALAM MEMBANGUN BRAND IMAGE PADA MEDIA SOSIAL TWITTER @PekanbaruCo

Abstract

Social media twitter is a gathering place for those people who want to share
information and a place to make new friends and interact online. Therefore, today
many social media twitter accounts are present using the brand image as business
account because success of the twitter to promote products and services. Amidst the
many other competitors that carries the same brand image, @PekanbaruCo manage
in building a brand image as a business accounts evidenced by an increase in
followers and clients. The background of this study aims to determine how marketing
communication strategies social media twitter @PekanbaruCo in building brand
image and what supporting and inhibiting factors of marketing communication
strategyto build brand image a social media twitter @PekanbaruCo.
This study will be held in CV. Mitra Promo Andalan at Jalan Sekuntum 2
No. 2 Delima, Tampan, Pekanbaru. The study will use a purposive sampling
technique (purposive sampling). The Informans in this study are 7 peoples, that
consist of 1 leader of CV.Mitra Promo Andalan, 1 founder of @PekanbaruCo,2
clients, and 3 followers of sosial media twitter @PekanbaruCo.
The result showed the marketing communication strategy that do in sosial
media twitter @PekanbaruCo to build brand image through advertising, sales
promotion, personal selling, publicity, direct marketing. Good relationship with
clients and good networking with the other business accounts as supporting factor.
The inhibiting factors of marketing communication strategy in building brand image
are lack of education about social media marketing, lack of human resource, and
limited budget.
Keywords: marketing communication strategy, social media twitter, brand image