STRATEGIKOMUNIKASI PEMASARAN DALAM MEMBENTUK BRAND AWARENESS KONSUMEN (STUDI DESKRIPTIF KUALITATIF PADA RUMAH SAYA JOGJA CAFE)

ACHMAD ZUHRI, NIM. 10730116 (2015) STRATEGIKOMUNIKASI PEMASARAN DALAM MEMBENTUK BRAND AWARENESS KONSUMEN (STUDI DESKRIPTIF KUALITATIF PADA RUMAH SAYA JOGJA CAFE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Marketing Communications Strategies in Building of Consumer Brand Awareness (Qualitative Descriptive Study At Rumah Saya Jogja Cafe) Rumah Saya Jogja (RSJ) Cafe is a culinary business in form of cafe. RSJ has a philosophy not as a Psychiatric Hospital but it stands for Rumah Saya Jogja (my home is in Jogja), with the expectation of this cafe located in Yogyakarta could feel like your home. Therefore this cafe requires effective marketing strategies to persuade and acquire customers and establish brand awareness to RSJ's consumers. This study is for knowing that how marketing communications strategies which is done by RSJ cafe in building of consumer brand awarenes. Using a qualitative descriptive research method, the data is obtained through primary and secondary data collection, primary data is obtained from observation, interviews with the owner and consumers adjusted to the needs of research. While secondary data is obtained from examining of some book and internet data, asking the expert's opinion and advertising practitioners, consumers of various field and marketing division and other divisions of RSJ cafe. All those ways have been done for triangulation. The study is carried out using marketing communications strategies through analyze SWOT, identification of the target audience, setting goals, designing messages, selecting the media channel, budgeting, determining of the marketing communications mix, measuring of success, and integration of marketing communication with the marketing communications mix. These activities were conducted to determine consumer brand awareness.

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