STRATEGI MEMBANGUN BRAND AWARENESS PADA TIGA ROEPA COFFEE & GALLERY DALAM MENINGKATKAN JUMLAH KONSUMEN

Zahrotul Azizah, NIM.: 19107030010 (2024) STRATEGI MEMBANGUN BRAND AWARENESS PADA TIGA ROEPA COFFEE & GALLERY DALAM MENINGKATKAN JUMLAH KONSUMEN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

There is intense business competition among food stalls, restaurants, and coffee shops. Coffee shop is a business that is widely found because of the lifestyle of people who make coffee a daily necessity. Tiga Roepa is one of the coffee shops among thousands of coffee shops in Yogyakarta. Carrying the concept of vintage and homey is the difference between Tiga Roepa and other coffee shops. The existence of intense competition makes Tiga Roepa must have a strategy to build brand awareness in the minds of consumers. This study aims to determine how Tiga Roepa's strategy in building brand awareness to increase the number of consumers among the many coffee shop competitors. The research method used is descriptive qualitative method, with data collection techniques through interviews, observation, and documentation. Tiga Roepa makes Instagram as the main media to convey brand messages to consumers. Tiga Roepa carries out strategies to build brand awareness by collaborating with influencers, creating taglines, co-marketing, utilizing the role of social media, and maximizing customer service. In addition to these strategies, Tiga Roepa also makes efforts in obtaining customer satisfaction to increase more consumers.

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