Strategi Komunikasi Pemasaran Terpadu Kosayangkamu Dalam Meningkatkan Brand Awareness

Abstract

This study aims to analyze the integrated marketing communication strategy implemented by Kosayangkamu, a minimalist cabin-style boarding house in Rajabasa, Bandar Lampung, to enhance brand awareness amid intense competition. The research background arises from the declining number of tenants despite complete facilities and a unique design, as well as public misperceptions that Kosayangkamu is a café. The study employs a descriptive qualitative method using in-depth interviews, observation, and documentation. Findings reveal that the strategy follows the AIDDA model (Attention, Interest, Desire, Decision, Action) through digital advertising, promotions, word of mouth, and interactive marketing. Branding is reinforced by a distinctive logo and the use of social media, particularly Instagram and TikTok, although content consistency remains a challenge. Results indicate that the strategy effectively attracts attention and builds emotional appeal but has not fully corrected public perceptions. Therefore, more consistent integrated communication, both online and offline, is needed to strengthen Kosayangkamu’s identity as a modern cabin-style boarding house.