Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing
Introduction: This study aims to analyze the marketing communication strategies implemented by Sekolah Kak Seto in an effort to enhance the institution's brand image. The research is motivated by the growing importance of integrated marketing communication in shaping a positive public percepti...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Yudharta Pasuruan
2025-07-01
|
| Series: | Sketsa Bisnis |
| Subjects: | |
| Online Access: | https://jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS/article/view/4741 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850071222431252480 |
|---|---|
| author | Shofi Tiara Dian Fordian |
| author_facet | Shofi Tiara Dian Fordian |
| author_sort | Shofi Tiara |
| collection | DOAJ |
| description |
Introduction: This study aims to analyze the marketing communication strategies implemented by Sekolah Kak Seto in an effort to enhance the institution's brand image. The research is motivated by the growing importance of integrated marketing communication in shaping a positive public perception of educational institutions, particularly amid increasingly competitive conditions. The research question formulated is: "How does Sekolah Kak Seto implement marketing communication strategies to improve its brand image?". Methods: This study employs a descriptive qualitative method, with data collected through interviews, observations, and literature reviews. Results: The findings indicate that the strategies applied are based on the Integrated Marketing Communication (IMC) framework, which includes advertising, sales promotion, public relations, personal selling, and direct marketing. Conclusion: These strategies have been proven to positively impact the enhancement of the brand image and the overall growth of Sekolah Kak Seto.
|
| format | Article |
| id | doaj-art-4d77943c3176430287427bcb498affc8 |
| institution | DOAJ |
| issn | 2356-3672 2460-0989 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Universitas Yudharta Pasuruan |
| record_format | Article |
| series | Sketsa Bisnis |
| spelling | doaj-art-4d77943c3176430287427bcb498affc82025-08-20T02:47:21ZengUniversitas Yudharta PasuruanSketsa Bisnis2356-36722460-09892025-07-0112110.35891/jsb.v12i1.4741Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service MarketingShofi Tiara0Dian Fordian1{'en_US': 'Universitas Padjadjaran'}Universitas Diponegoro Introduction: This study aims to analyze the marketing communication strategies implemented by Sekolah Kak Seto in an effort to enhance the institution's brand image. The research is motivated by the growing importance of integrated marketing communication in shaping a positive public perception of educational institutions, particularly amid increasingly competitive conditions. The research question formulated is: "How does Sekolah Kak Seto implement marketing communication strategies to improve its brand image?". Methods: This study employs a descriptive qualitative method, with data collected through interviews, observations, and literature reviews. Results: The findings indicate that the strategies applied are based on the Integrated Marketing Communication (IMC) framework, which includes advertising, sales promotion, public relations, personal selling, and direct marketing. Conclusion: These strategies have been proven to positively impact the enhancement of the brand image and the overall growth of Sekolah Kak Seto. https://jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS/article/view/4741Marketing StrategyMarketing CommunicationBrand Image |
| spellingShingle | Shofi Tiara Dian Fordian Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing Sketsa Bisnis Marketing Strategy Marketing Communication Brand Image |
| title | Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing |
| title_full | Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing |
| title_fullStr | Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing |
| title_full_unstemmed | Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing |
| title_short | Strengthening Brand Image through Integrated Marketing Communication: A Case Study of Sekolah Kak Seto's Approach to Educational Service Marketing |
| title_sort | strengthening brand image through integrated marketing communication a case study of sekolah kak seto s approach to educational service marketing |
| topic | Marketing Strategy Marketing Communication Brand Image |
| url | https://jurnal.yudharta.ac.id/v2/index.php/SKETSABISNIS/article/view/4741 |
| work_keys_str_mv | AT shofitiara strengtheningbrandimagethroughintegratedmarketingcommunicationacasestudyofsekolahkaksetosapproachtoeducationalservicemarketing AT dianfordian strengtheningbrandimagethroughintegratedmarketingcommunicationacasestudyofsekolahkaksetosapproachtoeducationalservicemarketing |