Analisis Strategi Go To Market Apple Vision Pro melalui pendekatan Integrated Marketing Communication

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Diterbitkan: Jul 29, 2025
DOI: https://doi.org/10.28932/srjd.v9i2.9011
Kata Kunci:
Integrated Marketing Communication, Go-To-Market Strategy, Apple Vision Pro, Advertising, Apple Komunikasi Pemasaran Terpadu, Strategi Go-To-Market, Apple Vision Pro, Periklanan, Apple

Isi Artikel Utama

Akmal Maulana
Fakultas Seni Rupa dan Desain, Institut Teknologi Bandung, Indonesia
Alvanov Zpalanzani Mansoor
Fakultas Seni Rupa dan Desain, Institut Teknologi Bandung, Indonesia

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi Go-To-Market (GTM) dan penggunaan Integrated Marketing Communication (IMC) oleh Apple dalam peluncuran produk Apple Vision Pro. Melalui pendekatan kualitatif, penelitian ini mengevaluasi berbagai aspek dari kampanye IMC Apple, termasuk periklanan, promosi penjualan, hubungan masyarakat, penjualan pribadi, dan pemasaran langsung. Hasil dari analisis ini menunjukkan bahwa integrasi efektif antara berbagai elemen komunikasi pemasaran berperan kunci dalam mencapai kesuksesan komersial produk. Sinergi antara kampanye periklanan yang inovatif, personalisasi dalam promosi penjualan, serta strategi hubungan masyarakat yang kuat, telah berhasil menciptakan antusiasme dan meningkatkan kesadaran terhadap produk. Penelitian ini memberikan wawasan tentang bagaimana adaptasi strategis terhadap tren dan teknologi baru dapat mengoptimalkan peluncuran produk di pasar yang sangat kompetitif. Saran untuk penelitian selanjutnya mencakup mengeksplorasi pengaruh jangka panjang strategi IMC, melakukan perbandingan strategi dengan kompetitor, serta menggunakan data kuantitatif untuk mengukur efektivitas kampanye secara lebih objektif.

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Cara Mengutip
Maulana, A., & Mansoor, A. Z. (2025). Analisis Strategi Go To Market Apple Vision Pro melalui pendekatan Integrated Marketing Communication. Serat Rupa: Journal of Design, 9(2), 217–232. https://doi.org/10.28932/srjd.v9i2.9011
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Vol 9 No 2 (2025): JULI-2025
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