Analisis Strategi Integrated Marketing Communication (IMC) Aerostreet Dalam Membangun Brand Awareness

Abstract

Industri alas kaki Indonesia mengalami pertumbuhan signifikan, menempatkan Indonesia sebagai eksportir alas kaki terbesar ketiga dunia. Dalam persaingan ketat dengan produk internasional, merek lokal Aerostreet menerapkan Integrated Marketing Communication (IMC) untuk meningkatkan kesadaran merek. Penelitian ini bertujuan untuk menganalisis implementasi strategi IMC pada Aerostreet dalam meningkatkan brand awareness di kalangan konsumen. Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus yang melibatkan wawancara, observasi, dan dokumentasi, serta analisis data melalui reduksi, penyajian, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Aerostreet menggunakan lima elemen utama IMC yakni direct marketing, public relations, sales promotion,personal selling, dan internet marketing. Strategi pemasaran langsung diterapkan melalui event offline dan e-commerce, sementara kampanye "Bangga Pakai Lokal" dan kolaborasi dengan karakter populer menjadi kunci dalam membangun citra positif. Strategi promosi penjualan, terutama melalui diskon pada double date seperti 11.11, dan penjualan individu melalui interaksi langsung di event, efektif meningkatkan minat konsumen. Pemasaran internet melalui konten viral di media sosial juga berhasil menjangkau konsumen muda secara luas. Secara keseluruhan, strategi IMC Aerostreet berhasil meningkatkan brand awareness pada berbagai tingkatan, dengan dominasi pada brand recall dan brand recognition. Penelitian ini memberikan wawasan bagi brand lokal lainnya dalam mengoptimalkan strategi komunikasi pemasaran dan meningkatkan daya saing, serta keterlibatan konsumen.

Indonesia's footwear industry has experienced significant growth, positioning the country as the world's third-largest footwear exporter. Employing fierce competition with international products, local brand Aerostreet employs Integrated Marketing Communication (IMC) to increase brand awareness. This research aims to analyze the implementation of IMC strategies by Aerostreet to increase consumer brand awareness. A qualitative approach is used, with a case study involving interviews, observation, documentation, and data analysis through reduction, presentation, and conclusion drawing. The results show that Aerostreet utilizes IMC's five main elements: direct marketing, public relations, sales promotion, personal selling, and internet marketing. Direct marketing strategies are implemented through offline events and e-commerce, while the "Proud to Wear Local" campaign and collaboration with popular characters are instrumental in building a positive image. Sales promotion strategies, primarily through discounts on double dates such as 11.11, and personal selling through direct interaction at events, effectively increased consumer interest. Internet marketing through viral content on social media also successfully reaches a wide range of young consumers. Overall, Aerostreet's IMC strategy incrased brand awareness at various levels, with dominance in brand recall and recognition. This research provides valuable insights for other local brands to optimize their marketing communication strategies and improve competitiveness and consumer engagement.