Aji, Raihan Bramanta (2023) Strategi Integrated Marketing Communication Pada Pan&Co Galaxy Mall 3 Surabaya Dalan Membangun Brand Awareness. (Integrated Marketing Communication Strategy at Pan&Co Galaxy Mall 3 Surabaya in Building Brand Awareness). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Cafes are currently popping up more and more and are a favorite business for entrepreneurs engaged in the culinary field. Cafes have become a culture of young children to adults. Cafes bring changes in the lifestyle of Indonesian people to spend time in cafes. This phenomenon can be seen from the rise of various kinds of cafes. With the increasingly advanced times, in the world of cafe business requires integrated marketing through an effective communication can form brand awareness. Pan&Co Japanese-themed cafe providing a unique menu was officially established in 2020 during the Covid19 pandemic, which means that conditions like this require Pan&Co to issue an Integrated Marketing Communication strategy to build its brand awareness to maintain business and be able to compete with other cafes. The purpose of this study is to find out how the integrated marketing communication strategy is at Pan&Co and find out how Pan&Co's process is in forming brand awareness. This research method uses a qualitative method with the type of case study research, explaining and describing and describing problems related to this research, with research data collection techniques obtained by interviewing Pan&Co management, observing the place and also taking documentation. After the research was carried out, it was found that Pan n Co used an integrated promotional mix method, namely Advertising, Direct Marketing, Internet Marketing, Sales Promotional, Personal Selling, and Public Relations to build brand awareness among consumers. Keywords: Integrated Marketing Communication, Brand Awareness, Food&Beverages, Promotional Mix
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Integrated Marketing Communication, Brand Awareness, Food&Beverages, Bauran Komunikasi Pemasaran. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151900193 Raihan Bramanta Aji |
| Date Deposited: | 25 Jul 2023 01:29 |
| Last Modified: | 25 Jul 2023 01:29 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/26307 |
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