The integrated marketing communication process creates positive relationships with consumers, stakeholders, suppliers, and distributors bringing profit through the delivery of carefully planned messages or strategies with integrated marketing objectives. This study aims to describe the implementation of total branding in the application of integrated marketing communication in a food brand, which is seen from many aspects such as brand identity, brand elements, suppliers, distributors, competitors, packaging, and others. The analysis offered by Laura R. Oswald in the semiotic marketing, where the signs, strategies and brand values ​​are interrelated with one another is implemented. The research method is exploratory case studies elaborated with marketing semiotics resting on a constructivism paradigm that thoroughly examines signs and the way they work and can convey meaning to all aspects of marketing activities carried out by Kecap Bango. The results of this study are Kecap Bango’s plan and carry out a through total branding that is in line with the target of the intended marketing.

STIE KESATUAN campus in the academic year 2017/2018 has the highest number of students compared to previous school years. This study aims to determine the causality between brand trust and marketer persuasion on the decision of students choosing to study at STIE KESATUAN. The paradigm used is positivistic with a quantitative approach, a survey method involving a sample of 60 respondents STIE KESATUAN student class of 2017/2018. The sampling technique is stratified sample. The theory used is Stimulus-Organism-Response. The results show that there is a stronger relationship between STIE KESATUAN brand trust and the decision of new college students in the 2017/2018 school year than the causality of Staff Marketing persuasion as marketers towards choosing to study at STIE KESATUAN. This means that the brand trust variable goes beyond the marketer persuasion causality in college decisions at STIE KESATUAN.. Keywords; MarketersPersuasion, Brand Trust, Decision to Study. ABSTRAK Kampus STIE KESATUAN pada tahun ajaran 2017/2018 memiliki jumlah mahasiswa terbanyak dibandingkan dengan tahun-tahun ajaran sebelumnya. Penelitian ini bertujuan untuk mengetahui kausalitas antara kepercayaan merek dan persuasi pemasar terhadap keputusan mahasiswa memilih kuliah di STIE KESATUAN. Paradigma yang digunakan adalah positivistik dengan pendekatan kuantitatif, metode survei yang melibatkan Sampel 60 responden mahasiswa STIE KESATUAN angkatan 2017/2018. Teknik sampling dalam penelitian ini adalah sampel Berstrata. Teori yang digunakan adalah Stimulus-Organisme-Respon. Hasil menunjukkan adanya hubungan yang lebih kuat antara kepercayaan merek STIE KESATUAN dengan keputusan mahasiswa baru berkuliah di tahun ajaran 2017/2018 dibandingkan kausalitas hubungan persuasi Staff Marketing selaku pemasar terhadap memilih kuliah di STIE KESATUAN. Artinya peubah kepercayaan merek melampaui kausalitas persuasi pemasar pada keputusan berkuliah di STIE KESATUAN. Kata kunci: Persuasi pemasar, Kepercayaan merek, Keputusan berkuliah.

This study aims to determine the identity and selfhood of each Batak community towards the messages conveyed by their ancestors to be applied in the daily life of the Batak community. The research uses an interpretive paradigm, which views social reality as something dynamic, processed and full of subjective meaning. Social reality is nothing but a social construct. The author describes the Batak community's construction of the philosophy passed down from their ancestors in the life of individual relations with their groups. Qualitative research leads to the original condition the subject is in. The results of this study have revealed that every dialogue that is displayed has the identity of the Batak tribe that has been created due to infinite things that can transcend human beings and continue to be carried out across generations. This belief is repeated from each generation to be applied to their descendants for every ancestral message, traditional rituals, and history of the Batak community to give identity to selfhood as an individual of the Batak tribe. The conclusion is to find things that are not visible, that do not exist in this program to explain the identity of the Batak people. What transcends the individual into what does not exist is an identity for Batak society. The principle of living with the Batak philosophy, and the consequences of not doing it, is the reason every individual is trapped in having to carry out a culture like it or not as Batak society.

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