%I Prisani Cendekia Instute
%P 117-126
%J https://www.jurnalprisanicendekia.com/index.php/jbc/article/view/146/179
%X This paper describes the marketing communication strategy carried out by KDK Matahari UHAMKA in building its   brand   awareness.   In   this   study   using   a   qualitative approach  with  a  descriptive  type  of  research.  Determination of   informants   in   this   study   using   purposive   sampling technique  meaning  by  using  case  study  research  methods, data  collection  methods  direct  observation  in  the  field,  in-depth   interviews,   personal   documents,   reference   books, several  journals  and  the  internet  and  using  data  processing with triangulation techniques. . The results showed that KDK Matahari   UHAMKA   used   a   marketing   communication strategy  of  STP  (Segmentation,  Targeting,  and  Positioning) in  order  to  identify  market  groups  before  implementing  a marketing communication strategy. However, in carrying out its  communication  strategy,  KDK  Matahari  UHAMKA  has shortcomings  in  terms  of  building  communication  between management and members, the lack of maximizing the use of marketing  through  digital  platforms,  and  also  currently  the business  being  carried  out  is  only  within  the  UHAMKA environment
%K Komunikasi Pemasaran, Brand Awareness, KDK Matahari UHAMKA
%T Strategi Komunikasi Pemasaran KDK Matahari UHAMKA dalam Membangun Brand Awareness
%A Yulia Rahmawati
%N 2
%V 2
%L repository30204
%D 2023