STRATEGI PROMOSI DALAM MEMBANGUN KESADARAN MEREK DI RESTORAN GIOI SENOPATI

Aldiansyah, Aldiansyah (2021) STRATEGI PROMOSI DALAM MEMBANGUN KESADARAN MEREK DI RESTORAN GIOI SENOPATI. D4 thesis, Politeknik Pariwisata NHI Bandung.

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Abstract

Business development in Jakarta is growing, especially in the culinary field. It is undeniable that there are more and more restaurants and cafes in Jakarta. Businessmen are competing to create something unique to attract the attention of their customers. This study aims to determine the promotional strategies that have been carried out by GIOI Senopati restaurant in building brand awareness. The method that will be used in this research is a qualitative method. While the type of this research uses descriptive research. The data sources in this study are divided into two, namely primary data and secondary data where primary data is obtained from in-depth interviews with informants and secondary data obtained from company documentation. The promotion strategy implemented by GIOI Senopati in building brand awareness uses a combination of promotions (advertising, promotion, personal selling, public relations/publicity and direct marketing) as a communication tool. The results of this study show that GIOI Senopati’s promotion strategy in building brand awareness has had an effect, which can be seen by consumers who recommend GIOI Senopati to others. However, the GIOI Senopati restaurant brand has not been able to become the main choice in the minds of consumers, because many competitors in the Senopati area make consumers reconsider. In the future, I hope that the growth of GIOI Senopati's restaurant brand awareness will not only be limited to growth, but will also occupy the first place in people's minds, and be developed more widely through other efforts. Keyword : Strategy, Promotion, Brand Awareness, Promotion Mix, AISAS

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