PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE BRAND AWARENESS AND CUSTOMER PURCHASE INTENTION FOR MSI IN POWER SUPPLY MARKET IN INDONESIA

• Main Author: C.Ng, Calvin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80875
• Institution: Institut Teknologi Bandung

This final project presents a comprehensive Integrated Marketing Communication (IMC) strategy tailored to elevate brand awareness and drive customer purchase intention for MSI within Indonesia's competitive power supply market. Combining quantitative analysis through surveys and statistical data to gauge current IMC effectiveness with qualitative insights garnered from in-depth interviews to understand consumer perceptions and preferences, this study aims to craft compelling narratives and branding elements that resonate with the Indonesian audience. Based on the findings from both quantitative and qualitative research, the proposed IMC strategy integrates various communication channels such as digital marketing, social media engagement, influencer collaborations, public relations, and traditional advertising. The strategy emphasizes a cohesive and consistent message across all touchpoints to reinforce brand identity and build a strong brand image. Special attention is given to cultural nuances and localized communication strategies to ensure resonance with the Indonesian target audience.This project aims to provide MSI with a strategic roadmap to enhance its market presence in Indonesia, fostering increased brand awareness and positively influencing customer purchase intention in the power supply segment. The combination of quantitative and qualitative research methodologies ensures a well-rounded and data-driven approach to inform the development and implementation of an effective Integrated Marketing Communication strategy.