<![CDATA[AbstrakPenelitian ini bertujuan untuk menganalisis strategi komunikasi yang dijalankan CV Cipta Karya dalam membangun citra sebagai perusahaan bidang musik dan kerajinan. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Pengumpulan data melalui wawancara dan studi dokumentasi. Pemeriksaan keabsahan data menggunakan triangulasi sumber. Analisis data dilakukan dengan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa CV Cipta Karya menggunakan strategi komunikasi yang terdiri dari perencanaan, pelaksanaan, dan evaluai. Perencanaan mendasarkan pada konsep AIDDA yakni membangun awareness, interest, desire, decision, dan action. Pelaksanaan strategi komunikasi dilakukan melalui advertising, personal selling, sales promotion, publisitas, marketing event, dan membentuk unit binaan. Upaya membangun citra dilakukan dengan pelayanan maksimal, kualitas dan harga bersaing di pasar, membangun hubungan dekat dengan pelanggan, serta berusaha mempermudah pelanggannya melakukan pembelian. Evaluasi dilakukan dengan selalu mengikuti kondisi terkini, salah satunya melebarkan sayap bisnis ke bidang kontraktor penyedia barang dan jasa lain untuk semakin menguatkan perusahaanKata kunci: Strategi Komunikasi, Perusahaan Baru, Musik, Marching Band, Kerajinan. AbstractThis study aims to analyze the communication strategy implemented by CV Cipta Karya in building its image as a music and craft company. This study uses a descriptive method with a qualitative approach. Data collection through interviews and documentation studies. Check the validity of the data using source triangulation. Data analysis was carried out by collecting data, reducing data, presenting data, and drawing conclusions. The results showed that CV Cipta Karya used a communication strategy consisting of planning, implementation, and evaluation. Planning based on AIDDA concept, which is to build awareness, interest, desire, decision, and action. The implementation of the communication strategy is carried out through advertising, personal selling, sales promotion, publicity, marketing events, and forming fostered units. Efforts to build an image are carried out with maximum service, quality and competitive prices in the market, building close relationships with customers, and trying to make it easier for customers to make purchases. The evaluation is carried out by always following the latest conditions, one of which is by expanding its business to the field of contractors providing other goods and services to strengthen the company.Keywords: Communication Strategy, New Company, Music, Marching Band, Craft.]]>
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