Analisis Efektivitas Media Promosi Offline dan Digital: Studi Kasus Bazar Bangunan Bekasi

This study aims to analyze the effectiveness of offline and digital promotional communication media used by Bazar Bangunan Bekasi and to identify factors that support and hinder communication effectiveness. This research employed a qualitative approach using a case study method. Data were collected through interviews, observations, and documentation involving three internal company informants and five Bazar Bangunan Bekasi customers. Data analysis consisted of data reduction, data presentation, and conclusion drawing. The findings indicate that offline promotional media are effective in delivering information directly, increasing company visibility, and helping consumers recognize Bazar Bangunan Bekasi, particularly those around the store location. Meanwhile, digital promotional media are effective in expanding information reach, delivering product and promotional information, and providing opportunities for interaction between the company and consumers through social media and digital communication channels. Both media have different characteristics and strengths, allowing them to complement each other in delivering marketing information. Supporting factors include the variety of promotional media, clarity of information, media reach, and direct communication with consumers, while inhibiting factors include the limited reach of certain media and information management. Integrated Marketing Communication (IMC) is used as a supporting perspective to examine the relationship between the use of offline and digital promotional media.