TY  - THES
ID  - digilib7422
UR  - https://digilib.uin-suka.ac.id/id/eprint/7422/
A1  - TIKA NOOR AFIFAH , NIM. 08730073
Y1  - 2013/02/11/
N2  - Omah Dhuwur Restaurant is a restaurant located in the elite entrance gate
Kotagede. The restaurant occupies a 200 years old building is located in a remote
area that is in the village Kotagede, which is located quite far from the city.
Additionally Omah Dhuwur restaurant also has a fairly expensive price range.
And people around the restaurant is mostly from the middle buttom. So the writer
wanted to know the marketing mix strategies that do Omah Dhuwur Restaurant.
This research is titled "Strategies in Marketing Mix cemented Brand
Image (Qualitative Descriptive Study on Omah Dhuwur Restaurants in Kotagede,
Yogyakarta)". Underlying this study is that the authors wanted to know the
marketing mix strategies that do Restaurants Omah Dhuwur that this restaurant
could thrive until now even with a location away from urban areas and with a high
price range.
This research is processed using descriptive qualitative research methods.
The method of data collection is conducted by way of indepth interviews and
observation, which is expected to provide in-depth information so the writer can
get accurate information about the marketing mix strategies that have been done
in Omah Dhuwur strengthen brand image.
The conclusion that can be drawn from this study is that if a line of
business has its own uniqueness, without having positioning the products, an
effort will be attached to its own image in the minds of consumers. As happened
in the restaurant Omah Dhuwur this, the historical uniqueness of the product and
location of the restaurant received a positive response from consumers, so that in
itself is a restaurant attached image in the minds of consumers.
Keywords : Marketing Mix, Brand Image, Omah Dhuwur Restaurant

PB  - UIN SUNAN KALIJAGA
M1  - skripsi
TI  - STRATEGI MARKETING MIX
DALAM MENGOKOHKAN BRAND IMAGE
(Studi Deskriptif Kualitatif pada Restoran Omah Dhuwur
di Kotagede Yogyakarta)

AV  - restricted
ER  -