ANALISIS INTEGRATED MARKETING COMMUNICATION DI OPTIK SAUDARA PONOROGO

Optics is a type of business engaged in the service and sale of eyeglass products. This study aims to analyze the implementation of Integrated Marketing Communication (IMC) applied by Optik Saudara Ponorogo, both through direct communication strategies at the store and through social media, particularly TikTok. IMC is an approach that unifies various forms of marketing communication such as advertising, sales promotion, public relations, direct marketing, interactive marketing, and personal selling into one integrated strategy to deliver consistent messages to consumers. This study uses a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. The results show that integrated marketing communication is quite effectively carried out at Optik Saudara Ponorogo, where IMC strategies have been implemented directly at the store through personal service, routine sales promotions, and interpersonal communication. Meanwhile, through social media, especially TikTok, the strategy is carried out by utilizing creative promotional content, trend-following approaches, as well as visual elements and communication styles tailored to the young audience. This study provides an overview of how comprehensive IMC implementation can support the effectiveness of marketing communication in both digital and offline contexts simultaneously.
Keywords: Integrated Marketing Communication, IMC, Optic, Communication Strategy, Social Media, TikTok.