Strategi Komunikasi Pemasaran Produk Over The Counter (OTC) PT. LAPI Laboratories dalam Meningkatkan Awareness dan Citra Positif
DOI:
https://doi.org/10.61722/jmia.v2i5.6655Keywords:
awareness, branding, komunikasi pemasaran, OTC, strategiAbstract
Penelitian ini menganalisis strategi komunikasi pemasaran produk Over The Counter (OTC) PT LAPI Laboratories dalam meningkatkan awareness dan citra positif di masyarakat. Persaingan ketat industri farmasi menuntut perusahaan tidak hanya fokus pada kualitas produk, tetapi juga efektivitas komunikasi. Penelitian dilakukan di Kota Semarang pada 25 Agustus hingga 25 September 2025 dengan pendekatan kualitatif studi kasus. Data diperoleh melalui wawancara mendalam dengan lima informan kunci, terdiri atas kepala bagian marketing komunikasi, staf, dan pihak yang terlibat langsung dalam aktivitas branding. Analisis data menggunakan thematic analysis. Hasil menunjukkan bahwa strategi komunikasi mencakup integrasi media digital dan konvensional, edukasi publik melalui konten kesehatan, serta pemanfaatan jaringan apotek dan tenaga medis. Tantangan utama meliputi regulasi iklan obat, keterbatasan sumber daya, dan persaingan pasar. Implikasi strategi terbukti meningkatkan brand awareness sekaligus memperkuat citra positif perusahaan. Penelitian ini memberikan kontribusi teoretis pada kajian komunikasi pemasaran farmasi serta rekomendasi praktis bagi penguatan daya saing produk OTC di Indonesia.
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