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"Penelitian ini menganalisis strategi komunikasi pemasaran PT Dyandra Promosindo dalam meningkatkan brand awareness Indonesia International Furniture Expo (IFEX) 2025 dan mengevaluasi pelaksanaannya. Metode yang digunakan adalah deskriptif kualitatif dengan studi kasus melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa IFEX 2025 menerapkan strategi Integrated Marketing Communication (IMC) yang meliputi periklanan, hubungan masyarakat, promosi penjualan, pemasaran langsung, penjualan personal, serta acara dan pengalaman. Strategi ini efektif dalam menjangkau audiens luas dan meningkatkan daya ingat merek, meskipun masih terdapat tantangan seperti ketidakkonsistenan visual branding dan terbatasnya jangkauan promosi di luar Jabodetabek. Analisis SWOT menunjukkan peluang ekspansi internasional, namun konsistensi visual dan optimalisasi media digital perlu diperbaiki. Penelitian ini merekomendasikan penguatan elemen visual, integrasi media sosial dengan Customer Relationship Management (CRM), penguatan strategi pasca-acara untuk membangun loyalitas, serta penerapan format hybrid dan kolaborasi dengan pelaku industri kreatif guna memperluas jangkauan IFEX 2025.

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This study analyzes the marketing communication strategy implemented by PT Dyandra Promosindo to increase brand awareness of the Indonesia International Furniture Expo (IFEX) 2025 and evaluates its execution. The research employs a descriptive qualitative approach using a case study method through in-depth interviews, observation, and documentation. The findings indicate that IFEX 2025 applies an Integrated Marketing Communication (IMC) strategy, which includes advertising, public relations, sales promotion, direct marketing, personal selling, as well as event and experience marketing. This strategy is effective in reaching a broad audience and strengthening brand recall, although challenges remain, such as inconsistent visual branding and limited promotional reach beyond the Jabodetabek area. SWOT analysis reveals significant opportunities for international market expansion, yet improvements are needed in visual consistency and digital media optimization. The study recommends enhancing visual elements, integrating social media with Customer Relationship Management (CRM) systems, strengthening post-event strategies to build participant loyalty, and implementing hybrid formats and collaborations with creative industry players to expand IFEX 2025’s global reach."