INTEGRATED MARKETING COMMUNICATION DAN PEMBENTUKAN GLOBAL BRAND IMAGE APPLE
DOI:
https://doi.org/10.65340/rbx22p58Keywords:
Integrated Marketing Communication (IMC), Global Brand Image, Standardisasi Pesan, Kepercayaan KonsumenAbstract
Perkembangan teknologi digital dan dinamika bisnis global menuntut perusahaan multinasional untuk mengorkestrasi strategi komunikasi pemasaran secara terintegrasi guna mempertahankan ekuitas merek mereka. Penelitian ini bertujuan untuk menganalisis secara mendalam pengaruh implementasi Integrated Marketing Communication (IMC) terhadap pembentukan global brand image pada Apple Inc.. Metode penelitian yang digunakan adalah studi kepustakaan (literature review) dengan pendekatan kualitatif-deskriptif-analitis yang mengeksplorasi data sekunder berupa literatur akademis, kampanye pemasaran, rilis pers resmi, serta laporan ekuitas merek global. Hasil penelitian menunjukkan bahwa kesuksesan Apple dalam mempertahankan citra merek premiumnya didorong oleh kedisiplinan menerapkan standardisasi pesan internasional guna menghindari distorsi makna lintas budaya. Apple secara konsisten mengintegrasikan elemen Advertising yang minimalis, Public Relations tersentralisasi via Apple Newsroom, Digital Marketing berbasis ekosistem personal Apple ID, serta Event Marketing teatrikal untuk mengomunikasikan tiga pesan kunci: inovasi, estetika, dan privasi data. Secara khusus, kampanye privasi data mampu mentransformasi aspek teknis menjadi nilai emosional (symbolic meaning) yang memperkuat kepercayaan (trust) publik. Implikasi teoretis penelitian ini menegaskan bahwa keselarasan dan konsistensi seluruh saluran komunikasi merupakan kunci utama dalam mengkristalkan posisi pemimpin pasar di kancah internasional
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Copyright (c) 2026 Siti Khodijah Nurfizri, Ade Irfan Abdurahman (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
