STRATEGI KOMUNIKASI PEMASARAN TERPADU RUMAH MAKAN SFA STEAK & RESTO KARANGANYAR DALAM UPAYA MENINGKATKAN EKUITAS MEREK

Fathimah, Fathimah and Abbas, Zainul (2018) STRATEGI KOMUNIKASI PEMASARAN TERPADU RUMAH MAKAN SFA STEAK & RESTO KARANGANYAR DALAM UPAYA MENINGKATKAN EKUITAS MEREK. skripsi thesis, IAIN Surakarta.

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Abstract

Integrated marketing communication strategies are important to do in order to create strong brand equity. Brand is an unrealized assets that has a very valuable value while brand equity has an important role for the sustainability of a company. A brand can has a very strong position and become capital / equity, if the brand occupies four main factors, namely brand awareness, brand association, perceived quality and brand loyalty. The company's efforts to increase brand equity are done through a positive choice of brand identity, namely the selection of a good name or logo. However, the business that is often done is through marketing and marketing communication programs to create supportive, strong and unique associations in the minds of consumers between brands and their attributes / benefits. This study aims to describe or explain the marketing communication strategies carried out by SFA Steak & Resto Karanganyar in an effort to increase brand equity. The method used in this study is a descriptive qualitative research method by taking purposive sampling to resource persons who are competent in answering all questions in this study. The data in this study came from interviews with selected speakers, written data and observations from researchers. he results showed that the marketing communication strategy carried out by SFA Steak & Resto included an integrated marketing communication model. Integrated marketing communication has a very important role to increase brand equity. SFA Steak & Resto's integrated marketing communication strategy utilizes promotional mix tools such as advertising, direct marketing, sales promotion, personal sales, public relations, events and experience. Advertising and personal selling activities have a function to inform potential customers and are able to create brand awareness, perceived quality (Perceived quality). Public relations, events and experience have a function to establish good relationships with prospective customers and the wider community. Direct sales and marketing promotion is an activity that has the impact of creating customer loyalty from SFA Steak & Resto, where consumers are increasingly interested in promos offered by SFA Steak & Resto. From the integrated marketing communication activities, SFA Steak & Resto Karanganyar hopes that brand awareness and positive brand image will be created in the eyes of the public as potential customers and customers of SFA Steak & Resto so that brand equity (brand equity) can be created in the end. Keywords: Communication Strategy, Integrated Marketing Communication, Brand Equity

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x7 Filsafat dan Perkembangannya > 2x7.1 Ushuludin dan Pemikiran Islam
Divisions: Fakultas Ushuludin dan Dakwah > Komunikasi Penyiaran Islam
Depositing User: Maha siswa
Date Deposited: 20 Dec 2018 02:24
Last Modified: 20 Dec 2018 02:24
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2387

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