Strategi Komunikasi PT. Metropolitan Land TBK-Menteng Melalui Media Digital dalam Membangun Brand Awareness

Authors

  • Ananda Sekar Adela Universitas Gunadarma
  • Reza Praditya Yudha Universitas Gunadarma
  • Anita Wasutiningsih Universitas Gunadarma

DOI:

https://doi.org/10.33633/ja.v8i2.12871

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi melalui media digital yang dilakukan oleh PT. Metropolitan Land Tbk di proyek Metland Menteng. Tujuan selanjutnya menganalisis brand awareness audiens pada elemen marketing mix 4P, meliputi product, price, place, dan promotion yang disampaikan melalui media digital dalam membangun brand awareness Metland Menteng. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian kualitatif pengumpulan data melalui wawancara mendalam, observasi langsung dan dokumentasi. Narasumber yaitu tiga orang General Manager, satu orang Supervisor Marketing Communication dan satu orang Staff Marketing Communication. Hasil penelitian menunjukkan bahwa pemanfaatan platform media digital seperti Instagram, TikTok, Whatsapp Official, Youtube dan Website memiliki peran secara aktif dalam meningkatkan strategi komunikasi yang dilakukan oleh PT. Metropolitan Land Tbk di proyek perumahan Metland Menteng. Perusahaan memanfaatkan berbagai saluran digital seperti Instagram, TikTok, WhatsApp Official, Youtube dan Website. Capaian Key Performance Indicator (KPI) melalui parameter reach, impressions, views, web visitor, followers dan subscribers menunjukkan hasil yang beragam tiap tahunnya. Kata kunci: Brand Awareness; Marketing Mix; Media Digital; Strategi Komunikasi,;PT. Metropolitan Land Tbk

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Published

2025-09-02

Issue

Vol. 8 No. 2 (2025): AGUSTUS 2025

Section

Articles

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