Strategi Komunikasi Pemasaran Produk Naturaworld Dalam Meningkatkan Brand Awareness Di Wilayah Babelan Bekasi

Abstract

Abstract.
The current business development is increasingly rapid and spread to all circles, the increase in the business
world is also followed by increasing competition between entrepreneurs in selling the products offered. In
running a business, one must be able to use the right marketing communication strategy so that they are
able to compete with other entrepreneurs. This study aims to determine and analyze the marketing
communication strategy of NaturaWorld products in increasing brand awareness. The research method used
is descriptive qualitative with a case study on the NaturaWorld brand located in Babelan, Bekasi. Data were
collected through indepth interviews with NaturaWorld members and direct observation of marketing activities
carried out. The results oh the study shot that the NaturaWorld brand uses a Multi-Level Marketing (MLM)
system and marketing communicatiob strategy, including using a promotion mix such as advertising, sales
promotions, public relations, personal selling, and direct marketing. This strategy has proven effective in
increasing brand awareness, the NaturaWorld brand has implemented 5 communication strategy
impelentation processes in increasing brand awareness. NaturaWorld members in the Babelan area, Bekasi
are every concerned about the program to increase brand awareness from various aspects, ranging from
active promotions by networks (social media, live demos) to attracting consumer interest throught various
events and programs (events, social gatherings, webinars). from these are different forms of methods to
increase brand awareness.
Keywords: Product Quality, Service Quality, Customer Satisfaction