Peningkatan Brand Equity Melalui Promotion Mix Pada Rumah Makan Bumbu Desa Ciledug

Peningkatan Brand Equity Melalui Promotion Mix Pada Rumah Makan Bumbu Desa Ciledug

• By Lancia, Ferrari;
• Jurnal Nasional Tidak Terakreditasi
• 88
• 45-59

This study seeks to determine and examine the increase in brand strength obtained by the Bumbu Desa Ciledug Restaurant through a series of marketing communication activities that use a promotional mix or marketing communication tools. The approach in this research is qualitative with the case study method and uses interview techniques, field observations, and documentation. The object of this research is the increase in brand strength (brand equity) which is achieved through the implementation or a series of marketing communication activities using a mix of promotions or marketing communication tools. Meanwhile, the subject of this research is the Bumbu Restaurant, Ciledug Village, which is located in the Ciledug area, Tangerang. Key informants and informants are staff members of the management team such as the manager of the Ciledug Village Bumbu Restaurant and the Manager of the Bumbu Desa Restaurant in Depok, as well as several customers from the Ciledug Village Bumbu Restaurant. The results of this study indicate that the Bumbu Desa Ciledug Restaurant uses five integrated marketing communication tools, including advertising, personal selling, sales promotion, direct marketing, and social media marketing (interactive marketing). A series of activities that use a promotion mix provides exposure to products, services and promotional programs so that audiences, both potential consumers and consumers, are always aware of the existence of the Ciledug Village Bumbu Restaurant. This gives an increase in the brand strength of Rumah Makan Bumbu Desa Ciledug.

• Katakunci Brand Equity, Promotion Mix
• URL http://akrabjuara.com/index.php/akrabjuara/article/view/1303
• Penerbit Jurnal Akrab Juara, Pekanbaru Riau

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