STRATEGI SUNYI COFFEE DALAM MENINGKATKAN BRAND AWARENESS PENGUNJUNG (Studi Kasus: Sunyi Coffee Barito)

Monica, Ester (2024) STRATEGI SUNYI COFFEE DALAM MENINGKATKAN BRAND AWARENESS PENGUNJUNG (Studi Kasus: Sunyi Coffee Barito). Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Digital technology is widely used for marketing communication and sales activities. One example is the Sunyi Barito coffee shop, which also leverages digital technology. Various marketing communication activities can be utilized to enhance brand awareness, including Integrated Marketing Communication (IMC). IMC is an approach frequently used by companies and entrepreneurs to boost visitor brand awareness. This study aims to explore how Sunyi Barito's strategies enhance brand awareness, focusing on IMC theory by Irene Silviani and Prabudi Darus (2021) and brand awareness theory by Aaker (1991). The research employs a qualitative case study approach with eleven informants. The findings reveal that Sunyi Barito's IMC strategy personal selling through booth setup and public relations through barista classes. Sunyi relies more on Instagram for sharing its IMC activities.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Sunyi, IMC, Deaf Community
Subjects:	Marketing > Branding (Marketing) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Ester Monica
Date Deposited:	19 Sep 2024 07:41
Last Modified:	19 Sep 2024 07:41
URI:	https://repository.bakrie.ac.id/id/eprint/10919

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