Yedi Santoso, Ibnu Hamad, Novita Damayanti

Strategi Komunikasi Pemasaran Terpadu Dalam Membentuk Brand Image “Metric” Premium Cabinetry System

Introduction

Strategi komunikasi pemasaran terpadu dalam membentuk brand image “metric” premium cabinetry system. Analisis strategi Komunikasi Pemasaran Terpadu (IMC) PT. Panel Asri Perkasa untuk "METRIC" Premium Cabinetry System. Mengungkap pembentukan citra & posisi merek premium menggunakan kerangka SOSTAC.

Abstract

Komunikasi pemasaran terpadu memiliki peran krusial dalam membentuk citra merek suatu perusahaan. Penelitian ini menganalisis strategi komunikasi pemasaran terpadu yang diterapkan oleh PT. Panel Asri Perkasa melalui merek METRIC Premium Cabinetry System dalam upayanya membentuk citra merek. Tujuan penelitian ini adalah untuk mengidentifikasi pihak yang bertanggung jawab terhadap strategi komunikasi, menganalisis penerapan kerangka kerja SOSTAC, mengidentifikasi implementasi elemen komunikasi pemasaran terpadu (IMC), serta menganalisis posisi merek dan citra merek yang dihasilkan. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus serta paradigma konstruktivisme. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa Direktur Pemasaran memiliki tanggung jawab utama dalam merumuskan strategi komunikasi. Merek METRIC telah menerapkan secara tepat enam tahapan dalam kerangka kerja SOSTAC, serta mengimplementasikan elemen IMC melalui periklanan, pemasaran langsung, promosi penjualan, penjualan personal, hubungan masyarakat, dan penyelenggaraan event pemasaran. Strategi ini berhasil membentuk positioning merek premium dan citra merek yang kuat, meskipun masih berada pada tingkat brand recall dan belum mencapai tingkat top of mind dalam preferensi konsumen.

Review

This paper, "Strategi Komunikasi Pemasaran Terpadu Dalam Membentuk Brand Image ‘Metric’ Premium Cabinetry System," offers a relevant and insightful examination of integrated marketing communication (IMC) strategies in the context of brand image formation. The study's focus on PT. Panel Asri Perkasa’s “METRIC” brand provides a valuable case study from the premium cabinetry sector, detailing real-world applications of strategic communication. A key strength lies in its comprehensive approach, which not only identifies the responsible party for communication strategy but also meticulously analyzes the application of the SOSTAC framework and the implementation of diverse IMC elements, providing practical and academic insights into successful brand building. The research employs a qualitative case study approach within a constructivist paradigm, a methodology well-suited to exploring the nuanced intricacies of strategic communication within a specific organizational context. Data collection through in-depth interviews, observation, and documentation ensures a rich and detailed understanding of the subject matter. The findings are robust, clearly demonstrating that the Marketing Director holds primary responsibility for strategy formulation. Furthermore, the paper provides compelling evidence of METRIC's systematic application of the six SOSTAC stages and a comprehensive implementation of various IMC elements, including advertising, direct marketing, sales promotion, personal selling, public relations, and marketing events. This detailed analysis successfully illustrates how these integrated efforts contribute to the establishment of a premium brand positioning and a strong brand image. While the study effectively highlights the formation of a strong brand image and premium positioning, it critically notes that the brand's recall is still primarily at the "brand recall" level rather than achieving "top of mind" status among consumers. This observation presents a valuable area for future strategic refinement and subsequent research, perhaps delving into consumer preference drivers or the long-term impact of continued IMC efforts to elevate brand salience. Overall, this paper makes a significant contribution to understanding practical IMC applications for brand building, offering actionable insights for practitioners and a solid foundation for further academic inquiry into how brands can transition from strong recall to undisputed top-of-mind leadership in competitive markets.

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