THE DIGITAL MARKETING COMMUNICATION FUNCTIONS IN BUILDING BRAND AWARENESS (A CASE STUDY OF COOL N LITE INDONESIA)

Abstract

In the increasingly advanced era of globalization, companies must be able to develop and keep up with the times by having innovations and new ideas. PT. Multi-Media Sarana or Cool N Lite is a company engaged in the automotive sector by selling products and services for window films and PPF (Paint Protection Film). This research uses a qualitative approach and case study method. In this study, researchers used marketing communication theory and digital marketing concepts. This research aim to describe and analysis the function of marketing communications digital marketing in building brand awareness. The data collection method used is observation, interviews with three informants, documentation, and literature study. The results of this study can be found that the function of marketing communication on Cool N Lite is used to build a brand image or brand awareness and reach a broader and more precise audience, in addition to increasing sales and providing education about the products or services offered, by utilizing digital marketing or social media as a medium for marketing products and services.