Marketing Communication Strategy At Persebaya Store: Building Image And Customer Attraction

Abstract

This study aims to analyze the marketing communication strategy implemented by Persebaya Store in building its image and attracting customers. By utilizing social media, particularly Instagram, the Persebaya Store has succeeded in creating a strong brand personality through quality product design and content that appeals to the football fan community. This study identified that elements such as brand image, product design and product quality have a significant influence on consumer purchasing decisions. Through the community engagement approach, Persebaya Store not only focuses on sales, but also builds close relationships with customers, thereby increasing brand loyalty. This research is expected to provide insight for business people in developing effective marketing strategies in today's digital era.