Analisis Integrated Marketing Communication (IMC) pada Komunikasi Brand Ambassador IQOS dalam Membangun Brand Awareness

Abstract

Abstract

IQOS is a heated tobacco product (HTP) developed by Philip Morris International as an innovation in the tobacco industry through heat-not-burn technology. The emergence of this innovative product has encouraged the company to adopt marketing communication strategies that are more personalized, educational, and consumer experience-oriented. This study aims to analyze the communication strategies employed by IQOS brand ambassadors in building brand awareness among urban consumers from the perspective of Integrated Marketing Communication (IMC). The study employed a qualitative approach, with data collected through interviews, observations, and documentation. Data were analyzed using the stages of data reduction, data display, and conclusion drawing and verification. The findings reveal that IQOS brand ambassadors have successfully implemented various IMC elements in an integrated manner within their marketing communication activities. Among these elements, personal selling emerged as the most dominant strategy for reducing information gaps regarding the product's characteristics and technological features. Face-to-face interactions enabled more comprehensive information delivery, direct product demonstrations, and the establishment of interpersonal relationships that enhanced consumers' trust and understanding of IQOS. These findings indicate that the implementation of an integrated IMC strategy contributes significantly to strengthening brand awareness while fostering positive consumer perceptions of innovative products in urban markets.

Keywords: Brand Ambassador, IMC, IQOS, Marketing Communication Strategy