TOYLOGY'S INTEGRATED MARKETING COMMUNICATION STRATEGY IN AN EFFORT TO MAINTAIN BRAND AWARENESS IN NEW MEDIA

The development of information and communication technology has implications for various aspects of life, including the economy, one of which is facilitating buying and selling transactions that can be conducted via the internet or online, resulting in high competition. One company as an online seller is Toylogy. To be able to compete, Toylogy requires strategies such as those used, namely integrated marketing communications or IMC with the aim of maintaining brand awareness. Regarding this matter, researchers are interested in analyzing how Toylogy's integrated marketing communications strategy is carried out in an effort to maintain brand awareness in new media. This study uses the theory of integrated marketing communications or IMC, the concept of brand awareness, and new media used by Toylogy as a place to conduct IMC such as marketplaces and social media. This study uses a qualitative approach with a descriptive research type. Data collection techniques used are observation, conducting in-depth interviews with the General Manager, Customer Service Manager, Social Media Staff, and Toylogy Customers, as well as Documentation. The results of the study are that Toylogy uses integrated marketing communications or IMC strategies such as advertising, direct marketing, sales promotions, publicity and public relations, personal selling, interactive marketing, and word of mouth, all of which use new media, namely marketplaces and social media. The IMC conducted by Toylogy tends to be effective in maintaining brand awareness, namely at the third level, brand recall, this is based on interview results and supported by sales levels that tend to be stable.