%0 Thesis
%9 Skripsi
%A ACHMAD ZUHRI, NIM. 10730116
%B SOSHUM
%D 2015
%F digilib:15697
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Marketing Communications Strategies, Brand Awareness
%P 119
%T STRATEGIKOMUNIKASI PEMASARAN  DALAM MEMBENTUK BRAND AWARENESS KONSUMEN (STUDI DESKRIPTIF KUALITATIF PADA RUMAH SAYA JOGJA CAFE)
%U https://digilib.uin-suka.ac.id/id/eprint/15697/
%X 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.
%Z Pembimbing: Drs. Abdul Rozak, M. Pd