AKTIVITAS KOMUNIKASI PEMASARAN DALAM MENINGKATKAN BRAND AWARENESS (Studi Pada Portal Online Diadona.ID)

In the era of rapid technological development and industrial revolution 4.0, online portals have become the main source of information for Indonesian people, replacing the habit of reading newspapers. Competition among online portals is increasingly fierce, driving the need for active marketing communications activities to increase brand awareness. This research aims to investigate the marketing communication activities carried out by Diadona.id in increasing brand awareness. The formulation of the problem in this research is how the marketing communication activities carried out by Diadona.id increase brand awareness. This research aims to provide a deeper understanding of the marketing communications activities used by Diadona.id, with a focus on activities carried out to increase brand awareness. Qualitative descriptive methods were used in this research, by collecting data from various sources such as literature, interviews with related sources, and content analysis from the Diadona.id platform. Research subjects include managing editor and team of Diadona.id. The research results show that Diadona.id uses various marketing communication activities such as advertising, sales promotions, direct sales, face-to-face sales, and public relations to increase brand awareness. Factors that influence the success of this strategy include creativity, market segmentation, and interaction with readers. The conclusion of this research is that the marketing communication activities carried out by Diadona.id have been effective in increasing brand awareness, and continuous evaluation and innovation is needed to remain competitive in an increasingly competitive industry in the future.