Hamida Muhammad Alaydrus Primary Author mixed material bibliography Jakarta LSPR 2025 en English

Text

In today’s increasingly digital era, where information search, communication, transactions, as well as purchases occur online, businesses are presented with significant opportunities to grow by entering the digital market. MVM, an MSME that has been selling honey since 2009, aims to leverage this opportunity by developing a comprehensive digital marketing communication strategy. This Capstone project presents a strategic plan to enhance MVM’s digital presence using widely used digital platforms. Instagram is utilized as the main platform, supported by Shopee, WhatsApp Business, Website, and Google My Business. The plan is guided by the Integrated Marketing Communications (IMC) concept, encompassing elements such as digital marketing, advertising, public relations, and sales promotion. To ensure an effective and structured approach, the SOSTAC framework is applied, along with the AISAS model to map and optimize the customer journey at each brand touchpoint. This project aims to increase MVM’s brand awareness digitally within its target market. Keyword: SOSTAC, AISAS, IMC, Digital Marketing, Brand Awareness Marketing Communication 2025 Capstone Project Hamida Muhammad Alaydrus Alexander Mamby Aruan, M.Si. NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.046.25 S102749SP Hanya Tersedia Softcopy S1.MKT.046.25 sampul_skripsi.jpeg.jpeg 9624 2025-12-23 11:35:58 2025-12-29 11:44:44 machine generated