Pentingnya Desain Kampanye Merek dalam Meningkatkan Kesadaran dan Loyalitas Konsumen

I Nyoman Yoga Sumadewa; Hasbullah Hasbullah; Widia Febriana; Noviansyah Noviansyah

doi:10.31004/riggs.v4i1.499

Authors

I Nyoman Yoga Sumadewa Universitas Bumigora
Hasbullah Universitas Bumigora
Widia Febriana Universitas Bumigora
Noviansyah Program Studi Magister Ilmu Komputer, Universitas Bumigora, Mataram, Indonesia

DOI:

https://doi.org/10.31004/riggs.v4i1.499

Keywords:

Desain Kampanye, Kesadaran Merek, Loyalitas Konsumen, Identitas Visual, Pemasaran Strategis

Abstract

Desain kampanye merek memainkan peran strategis dalam membentuk persepsi konsumen terhadap suatu produk atau layanan. Penelitian ini membahas pentingnya elemen visual dan naratif dalam kampanye merek sebagai sarana untuk meningkatkan kesadaran merek (brand awareness) sekaligus mendorong loyalitas konsumen. Dalam lanskap persaingan pasar yang semakin kompetitif, kampanye yang dirancang secara efektif tidak hanya menarik perhatian, tetapi juga membangun keterikatan emosional dengan audiens. Studi ini mengkaji berbagai pendekatan desain kampanye, mulai dari identitas visual, pesan komunikasi, hingga konsistensi merek di berbagai platform. Hasil kajian menunjukkan bahwa desain yang kuat dan kohesif dapat memperkuat citra merek, mempermudah konsumen dalam mengenali merek, serta menumbuhkan kepercayaan jangka panjang. Selain itu, keterlibatan konsumen dalam kampanye interaktif terbukti meningkatkan rasa kepemilikan dan kedekatan terhadap merek. Temuan ini menegaskan bahwa desain bukan sekadar aspek estetika, melainkan fondasi utama dalam strategi pemasaran modern. Dengan demikian, pemahaman yang mendalam tentang desain kampanye merek menjadi kunci dalam menciptakan hubungan yang berkelanjutan antara merek dan konsumen.

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