Strategi Komunikasi Pemasaran Dalam Mengelola Brand Awareness

Abstract. One of the largest state-owned banks in Indonesia still faces challenges in building and maintaining brand awareness, despite its numerous achievements. Some people still have varying perceptions, reflecting differing understandings of its role and services. This phenomenon prompted a state-owned bank in Majalengka Regency to implement a marketing communications strategy to manage its brand image within the community. This phenomenon has prompted state-owned banks in Majalengka Regency to implement marketing communication strategies to strengthen their brand image within the community. This study aims to: (1) Describe the implementation of marketing communication strategies by state-owned banks in Majalengka Regency in building brand awareness; (2) Identify the challenges faced in this process; and (3) Explain why brand awareness is a crucial aspect of state-owned banks' marketing communication strategies in the region. This study used a qualitative approach with a case study method. Data collection techniques included interviews, observations, and literature review. The results indicate that the implemented marketing communication strategy adheres to the concept of Integrated Marketing Communication (IMC), which encompasses direct marketing, public relations and publicity, events and experiences, sales promotions, and advertising. The challenges faced stem from external factors, such as public trust, negative issues, and competition between financial institutions. Abstrak. Salah satu bank milik pemerintah terbesar di Indonesia masih tetap menghadapi tantangan dalam membangun dan mempertahankan kesadaran merek (brand awareness), meskipun telah mencapai berbagai pencapaian. Sebagian masyarakat masih memiliki persepsi yang bervariasi, mencerminkan pemahaman yang berbeda-beda terkait peran dan layanannya. Fenomena tersebut mendorong salah satu bank BUMN di Kabupaten Majalengka untuk menerapkan strategi komunikasi pemasaran guna mengelola citra merek di tengah masyarakat. Penelitian ini bertujuan untuk: (1) Menguraikan penerapan strategi komunikasi pemasaran yang dilakukan oleh salah satu bank BUMN di Kabupaten Majalengka dalam membangun brand awareness; (2) Mengidentifikasi tantangan yang dihadapi dalam proses tersebut; serta (3) Menjelaskan alasan mengapa brand awareness menjadi aspek penting dalam strategi komunikasi pemasaran. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data meliputi wawancara, observasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan mengacu pada konsep Integrated Marketing Communication (IMC), yang mencakup direct marketing, public relations & publicity, event & experience, dan sales promotion. Tantangan yang dihadapi bersumber dari faktor eksternal, seperti tingkat kepercayaan masyarakat, isu negatif, serta persaingan antar lembaga keuangan.