Integrated Marketing Communication Strategy for Brand Image Enhancement

Kiesa Puteri Ariyantina; Hilda Yunita Wono

doi:10.55681/sentri.v5i9.7313

Authors

Kiesa Puteri Ariyantina Universitas Ciputra, Surabaya
Hilda Yunita Wono Universitas Ciputra, Surabaya

DOI:

https://doi.org/10.55681/sentri.v5i9.7313

Keywords:

Integrated Marketing Communication, marketing communication, marketing strategy, The Olive Branch, culinary industry

Abstract

The development of digital technology has increased competition in the culinary industry, requiring businesses to build marketing communication strategies that can attract attention and maintain relationships with consumers. As a café and lifestyle destination in the Pandaan area, The Olive Branch also needs to ensure that its communication activities are carried out effectively and consistently to build a positive brand image among customers. This study was conducted to analyze the implementation of Integrated Marketing Communication (IMC) at The Olive Branch Pandaan Taman Dayu. The research used a descriptive quasi-qualitative approach, with data collected through observations, interviews, and documentation involving management, marketing staff, and consumers. Data analysis was assisted by NVivo 15 to identify communication patterns and relationships between research findings. The results showed that the implementation of IMC at The Olive Branch was carried out through digital marketing communication and customer restaurant experience. Digital communication was implemented through Instagram and WhatsApp Business to deliver promotional information, event updates, and maintain interaction with customers. In addition, the restaurant’s aesthetic atmosphere, friendly service, and responsive complaint handling also helped build a positive image of The Olive Branch among consumers.

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