Strategi Komunikasi Pemasaran Melalui Rebranding dalam Upaya Meningkatkan Penjualan Jasa

Marketing Communication Strategies Through Rebranding to Enhance Service Sales

Abstract

Introduction: Rebranding is the process of giving a new name or identity to existing products or services. After Manten House was rebranded as Parakrama Organizer, it became necessary to promote the new identity through advertising. This research aims to identify the marketing communication strategies used by Parakrama Organizer in its promotional efforts and to analyze how these strategies were implemented in the context of rebranding.

Methods: The method used in this research is descriptive qualitative. The study involved three research subjects: the Director of Marketing, the Project Director, and the Project Manager. Data were collected through interviews and observations to gain insights into the company’s communication and branding strategies.

Results: The findings show that Parakrama Organizer implemented rebranding by identifying consumer preferences, planning and developing services, and finally changing the name from Manten House to Parakrama Organizer. Marketing communication strategies applied include Word of Mouth (WOM), Push Strategy, Pull Strategy, and Profile Strategy. Names Manten House and Parakrama Organizer during advertising campaigns at the “Wedding Gebyar Indonesia” exhibition.

Discussion: The implementation of marketing communication strategies through rebranding proved effective in increasing service sales. It contributed to attracting more wedding vendors and increasing the number of visitors at the “Wedding Gebyar Indonesia” event held at Balai Kartini, Jakarta. This suggests that strategic rebranding, supported by integrated marketing communication, can significantly impact business growth and customer engagement.