STRATEGI KOMUNIKASI PEMASARAN PUSAT OLEH-OLEH GETHUK TAKE KHAS TAWANGMANGU DALAM MENINGKATKAN BRAND AWARENESS

FEBRIANTI, MELINIA DELLA and Susilowati, Eny (2022) STRATEGI KOMUNIKASI PEMASARAN PUSAT OLEH-OLEH GETHUK TAKE KHAS TAWANGMANGU DALAM MENINGKATKAN BRAND AWARENESS. Skripsi thesis, FUD/KPI.

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Abstract

ABSTRACT MELINIA DELLA FEBRIANTI, NIM 181211038. Gethuk Take Marketing Communication Strategy in increasing Brand Awareness. Thesis, Islamic Communication and Broadcasting Study Program. Faculty of Ushuluddin and Da'wah. Raden Mas Said State Islamic University Surakarta 2022. The amount of competition in the culinary field has made the Gethuk Ambil typical Tawangmangu souvenir center to design an effective strategy to promote the creation of Brand Awareness in consumers. The purpose of this study is to find out how the marketing communication strategy of the Gethuk Take souvenir center typical of Tawangmangu in increasing Brand Awareness. This study uses qualitative methods, with a qualitative descriptive approach, and uses data collection techniques, namely through interviews, observations and documentation, by presenting data in the field. Sources of data in this study using primary data sources and secondary data sources. The object of this research is the marketing communication strategy carried out by the Tawangmangu Gethuk Take souvenir center in increasing Brand Awareness of consumers. The results of this study indicate that the marketing communication carried out by the Gethuk Take souvenir center is typical of Tawangmangu in increasing Brand Awareness. Using communication media in marketing, namely: (1) advertising through 3 media namely print media, electronic media, outdoor media. (2) Personal Selling, by introducing products directly by providing excellent service, conducting a “pick up the ball” program. (3) Publication, to promote the sale of the Center by Gethuk Take typical of Tawangmangu carrying out publications by making features, magazines in collaboration with newspapers. (4) Exhibitions to support success in introducing Gethuk Take souvenirs typical of Tawangmangu following and making events where this activity can help promote the products being marketed. With the implementation of these programs, it has a good impact on increasing brand awareness in consumers, so that the Tawangmangu Gethuk Take souvenir center continues to this day. Keywords: Marketing Communication Strategy, Brand Awareness, Gethuk Take

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