Strategi Komunikasi Pemasaran Dalam Menarik Minat Konsumen Pada PT Daviena Mandiri Indonesia
DOI:
https://doi.org/10.36668/jal.v14i1.1422Abstract
Abstract: This study aims to analyze the marketing communication strategy implemented by PT Daviena Indonesia Sejahtera to attract consumer interest in the local skincare industry. Using a qualitative approach and a case study method, data were collected through observation, in-depth interviews, and documentation. The results show that the company consistently applies the principles of Integrated Marketing Communication (IMC) in its marketing strategy. This approach includes the utilization of social media platforms such as TikTok, Instagram, and Facebook, distribution through reseller networks, and the involvement of active user communities as promotional partners. The strategy not only builds brand awareness and drives purchase decisions but also fosters long-term emotional relationships with consumers. Quick and transparent crisis responses, creative content strategies, and message mapping based on age segmentation are key factors in building consumer trust and loyalty. The study concludes that an adaptive and human-centered IMC approach effectively strengthens Daviena's brand position in a competitive market.
Keywords: Marketing Communication Strategy, Integrated Marketing Communication, Consumer Loyalty, Social Media, Skincare Brand
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