KAMPANYE KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS DAN JUMLAH MEMBER GATSOE FITNESS DI KOTA SEMARANG SEBAGAI DATA ANALYST, PRODUKSI DAN VIDEO EDITOR

Abstract

New brands frequently encounter challenges in establishing brand awareness, particularly in increasingly competitive market environments. Gatsoe Fitness, as a new entrant in the fitness industry in Semarang, faced difficulties in reaching a broader audience and increasing its membership base. A low level of brand awareness was identified as a major factor hindering membership growth. This study aims to improve both brand awareness and membership acquisition through the implementation of integrated marketing communication strategies by combining push and pull approaches. These strategies involve the use of sales promotions, direct marketing, events, advertising, and digital marketing. The implementation of these strategies proved effective, as brand awareness increased by 46.4%, from 30.9% to 77.3%, over a 10-week campaign period. In addition, membership increased by 28 percent, reaching a total of 172 members. This achievement was supported by the author’s significant role as a data analyst, responsible for analyzing marketing data and generating strategic insights. The author also contributed to the production and editing of video content, particularly Instagram Reels, which played a vital role in enhancing brand visibility on digital platforms. It is recommended that future campaigns optimize similar strategies by incorporating evaluations and feedback from previous implementations to achieve greater effectiveness and long-term impact.