Ma’ruf, Muhammad Rizky and , Sidiq Setyawan, S.I.Kom., M.I.Kom. (2023) Strategi Komunikasi Pemasaran Dalam Meningkatkan Brand Image Bakmi Djowo Koeno Mbah Mangoen (Studi Kualitatif dengan Pendekatan Teori Integrated Marketing Communication Dalam Meningkatkan Brand Image Bakmi Djowo Koeno Mbah Mangoen). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The large number of Bakmi Jawa business actors in the city of Solo has forced Bakmi Jawa restaurant businesses to prepare an accurate marketing strategy so that Bakmi Jawa restaurants can still compete in the market. Resto Bakmi Djawa Koena Mbah Mangoen is able to compete with other Javanese noodle restaurants by using a good marketing strategy. With an integrated marketing communication strategy, the Bakmi Djawa Koena Mbah Mangoen restaurant can expand its marketing and attract consumers to come to the restaurant. The purpose of this study was to determine the marketing communication strategy of Bakmi Djawa Koena Mbah Mangoen. This research method uses a qualitative descriptive approach and takes a purposive sampling technique. Data collection techniques using interviews and observation. The data analysis technique used is data triangulation technique. Integrated marketing communications that are used in research have several elements studied, these elements are advertising, public relations, direct marketing, relationship marketing, sponsorship, and design. Resto Bakmi Djawa Koena Mbah Mangoen is able to carry out integrated marketing communications well so that it can market the Bakmi Djawa Koena Mbah Mangoen restaurant and attract visitors by displaying Javanese noodles that are typical of Solo.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Integrated Marketing Communication (IMC), Marketing communications, Promotional Mix, Branding, Brand Image, Qualitative |
| Subjects: | H Social Sciences > HC Economic Development |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | MUHAMMAD RIZKY MA'RUF |
| Date Deposited: | 04 Oct 2023 00:52 |
| Last Modified: | 04 Oct 2023 00:52 |
| URI: | http://eprints.ums.ac.id/id/eprint/117313 |
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