BaliMall.id Integrated Marketing Communication Strategy in Building a Brand Image as an E-Marketplace by Balinese People

Abstract

Brand image is a very important factor for new businesses to attract customer or users, one of
which is BaliMall.id. The purpose of this research is to see BaliMall.id's integrated marketing
communication strategy in building a brand image as an E-Marketplace created by Balinese
people. This study uses a qualitative approach. Data collection techniques using observation,
interviews, and documentation. In this study, the key informants were the CEO, the Public
Relations staff, and the user. The data analysis used in this research is qualitative. BaliMall.id
uses integrated marketing communications to support success in building a brand image which
are advertising, sales promotion, direct marketing and internet marketing, public relations,
personal selling, Event and Experience, and Word of Mouth.
Keywords:, E-Marketplace, brand image, integrated marketing communication