ANALISIS OF INTEGRATED MARKETING COMMUNICATIONS (IMC) IN IMPROVING BRAND IMAGE AT YUMNA BOUTIQUE IN SUMBAWA DISTRICT

Abstract

Brand Image is a brand perception that is embedded in consumers’ memories of a product. Managing brand image is Yumna’s first step to introduce its products to customers, then after that this will turn into a marketing strategy to improve brand image to survive among competitors. This research aims to find out how integrated marketing communication is used by Yumna Boutique to improve brand image. The theory used in this research is integrated marketing communication (IMC) theory in which there are 6 elements, namely Advertising, personal selling, public relation, sales promotion, direct marketing and interactive marketing. This research is a Qualitative research with a descriptive approach. The result showed that Yumna implements the concept of integrated marketing communication which consists of 6 elements in it. Advertising through social media, sales promotion with different variants, public relation to build good relationships with external and internal parties activities. Direct marketing by providing knowledge about product, personal through positive interactions that are fun and harmonius, and finally interactive marketing through instagram and facebook.

Keywords; Product; Brand Image; Integrated Marketing Communication.