STUDY OF INTEGRATED MARKETING COMMUNICATION (IMC) CREATIVE IDEAS OF BT BATIK TRUSMI

• Main Author: Afifah Ichsan, Lulu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68403
• Institution: Institut Teknologi Bandung

Batik as a clothing need is often affected by trends, so batik producers must strive to create creative batik products. Currently, many batik fashion brands offer batik products with characteristics representing regional culture, one of which is BT Batik Trusmi. An identity design process accompanies the creation of a brand. Creating and maintaining a brand identity is the first step to building a solid brand. Then the brand identity can influence integrated marketing communication (IMC) in creating and maintaining a synergistic and compelling message. This study aims to analyze the creative ideas of IMC from BT Batik Trusmi based on the company's brand identity that has been formed. This study uses a qualitative descriptive method using an interpretive or constructive paradigm to understand certain phenomena. The analysis begins by identifying the brand identity formation of BT Batik Trusmi based on the brand identity prism theory by Kapferer. After examining the brand identity, the IMC BT Batik Trusmi campaign was elaborated into a creative strategy developed by Frazer. Then, the IMC BT Batik Trusmi campaign was dissected using Gamson and Modigliani framing analysis to see the construction of message information conveyed on the various communication channels used. The results show that BT Batik Trusmi has implemented an IMC mix designed and developed to create a communication effect and achieve communication goals by showing identity as a differentiator from competitors.