KOMUNIKASI PEMASARAN PT. GLOBAL INDONESIA ASIA SEJAHTERA SURABAYA DALAM MEMBANGUN BRAND IMAGE

Abstract

Communication in building a brand image is an interesting thing to research. By using 2 promotion methods and only focusing on products and prices, they are able to capture consumer interest to be interested in the products they offer. In the research entitled Marketing Communication PT. Global Indonesia Asia Sejahtera (GIAS) Surabaya in building a Brand Image uses qualitative research methods with a descriptive case study approach. The research method used in collecting data is observation, and interviews. The communication used is still relatively new among the general public, this has become a culture for sales of building materials in offering the products offered, so that in achieving sales turnover, in the field of building materials it is necessary for direct communication, as well as analyzing prices in the field to be able to compete with other competitors. The conclusion from the results of this study is that there is a marketing communication used by PT. GIAS SURABAYA uses 2 promotion mix methods and contains four P components in the marketing mix so that the brand image that is built is successful in the minds of consumers.