Aktivitas Komunikasi Pemasaran UMKM Waiki Dimsum Untuk Membangun Brand Awareness Masyarakat Surabaya. (Waiki Dimsum MSME Marketing Communication Activities to Build Surabaya Community Brand Awareness).

Rhamadhani, Rizky (2023) Aktivitas Komunikasi Pemasaran UMKM Waiki Dimsum Untuk Membangun Brand Awareness Masyarakat Surabaya. (Waiki Dimsum MSME Marketing Communication Activities to Build Surabaya Community Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Competition in the culinary industry is becoming increasingly intense. This is evidenced by the growing number of similar businesses that resemble each other. Waiki Dimsum is established as a food stall that offers a variety of dim sum and noodle dishes. With the passage of time, many similar culinary businesses have emerged. Therefore, Waiki Dimsum has implemented marketing communication strategies to make the public aware of its existence. This research will focus on building brand awareness among the people of Surabaya to introduce them to Waiki Dimsum. Using the theory of marketing communication, the researcher aims to observe how Waiki Dimsum builds brand awareness among the people of Surabaya. This research is expected to provide information and references for further studies and insights for Waiki Dimsum to enhance brand awareness among the people of Surabaya even further regarding its products. The researcher adopts a qualitative descriptive method, gathering data through interviews, observations, and documentation. Waiki Dimsum employs all four elements of the marketing mix in building brand awareness among the people of Surabaya. Keywords: Marketing Communication, Marketing Mix, Brand Awareness

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