Strategi Komunikasi Pemasaran Digital Dalam Membangun Brand Image Produk Extra Joss Ultimate

Abstract

In the era of globalization, the phenomenon of digital technology development has changed the way companies conduct marketing communications, including energy drink products such as Extra Joss Ultimate from PT Bintang Toedjoe. However, there are still challenges in building and maintaining a strong brand image amidst tight market competition and changes in consumer preferences, especially among millennials. This study aims to analyze the digital marketing communication strategy implemented by PT Bintang Toedjoe in building the brand image of the Extra Joss Ultimate product. This study uses the theory of digital marketing communication and brand image as a theoretical basis for understanding the process and effectiveness of the strategies used. The research method used is qualitative with data collection techniques through observation of the company's official social media channels such as YouTube, Instagram, and TikTok, as well as interviews with several informants who are consumers of Extra Joss Ultimate products. The data obtained were then analyzed using a qualitative descriptive approach to identify patterns of marketing strategies and consumer perceptions of the product's brand image. The results of the study show that PT Bintang Toedjoe has succeeded in utilizing social media effectively with creative content and collaboration with artists to attract the attention of young consumers. In addition, active interaction with consumers also strengthens the positive image of the Extra Joss Ultimate product. Thus, an integrated digital marketing communication strategy through social media is able to build and maintain a strong brand image in a competitive market.