Strategi Integrated Marketing Communication dalam Membangun Brand Awareness Melalui Akun Instagram pada Cafe Sisa Rasa di Surabaya. (Integrated Marketing Communication Strategy in Building Brand Awareness Through an Instagram Account on Remaining Taste Cafe in Surabaya).

Sari, Dirga (2023) Strategi Integrated Marketing Communication dalam Membangun Brand Awareness Melalui Akun Instagram pada Cafe Sisa Rasa di Surabaya. (Integrated Marketing Communication Strategy in Building Brand Awareness Through an Instagram Account on Remaining Taste Cafe in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Integrated Marketing Communication is a planning concept. The integrated and coordinated implementation and control of messages from a company or organization from a variety of communication channels to clearly and consistently deliver information or messages to ensure consumers are connected to the company and products of the company. This research aims to find out how Integrated Marketing Communication's strategy is to build brand awareness through Instagram accounts on the remaining cafes in Surabaya. The method used in this study is a qualitative method. Data collection methods used through interview, observation and documentation methods. Data analysis uses data reduction, data presentation and drawing conclusions. The result of this study is that Cafe Sisa Rasa uses several elements of IMC, namely sales promotion, publicity, direct selling, advertising and personal selling. Advertising is done by providing information on menus, as well as promos using Instagram and collaboration with Influencers and bloggers. Direct Marketing is done through WhatsApp to communicate and offer to customers or prospective customers. Personal selling is done by providing the best service to customers in both direct and online sales. Sales promotion by holding a promo. Internet marketing is done by creating interesting content through Instagram and WhatsApp social media to carry out direct marketing and personal selling activities. Public relations are carried out by working with bloggers and influencers to publish Cafe Sisa Rasa. It can be concluded that Cafe Sisa Rasa has a tendency towards advertising, sales promotion, and internet marketing elements. The results of this study are expected to serve as a reference and evaluation for Cafe Sisa Rasa in running IMC. Keywords: Integrated Marketing Communication, Brand Awareness, Advertising, Sales Promotion, Internet Marketing

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