RAKLY, INTAN YAUMI (2018) STRATEGI PROMOSI WORD OF MOUTH SLEEPLESS OWL UNTUK MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines strategies for promoting a company engaged in the restaurant and cafe business. The purpose of this study is to find out and provide a general description of the promotion strategy of Sleepless Owl word of mouth. Researchers use the theory according to Phillip Kotler in his book Marketing Management, in which the promotion strategies include marketing communication, promotion, promotion mix, SWOT analysis, STP, 7P and promotion strategy planning. The research method used is descriptive with a qualitative descriptive research type with the main objective, namely the researcher tries to provide an overview or description of a situation objectively, which is used to solve or answer the problems faced in the current situation. Data collection techniques conducted by researchers were in-depth interviews with two speakers from Sleepless Owl and two consumers. Based on the results of the study, the researcher concluded that the promotion strategy conducted by Sleepless Owl had carried out its promotion strategy based on the theory of Phillip Kotler. Keywords: Promotional strategies, word of mouth, brand awareness Studi ini mengkaji strategi untuk mempromosikan sebuah perusahaan yang bergerak pada bisnis restoran dan cafe. Tujuan dari penelitian ini adalah untuk mengetahui dan memberikan gambaran umum tentang strategi promosi word of mouth Sleepless Owl. Peneliti menggunakan teori menurut Phillip Kotler dalam bukunya Manajemen Pemasaran, dimana dalam strategi promosi meliputi Komunikasi pemasaran, promosi, bauran promosi, analisis SWOT, STP,7P dan perencanaan strategi promosi. Metode penelitian yang digunakan adalah deskriptif dengan tipe penelitian deskriptif kualitatif dengan tujuan utama yaitu peneliti mencoba untuk memberikan gambaran atau deskripsi tentang suatu keadaan secara objektif, yang digunakan untuk memecahkan atau menjawab permasalahan yang dihadapi pada situasi sekarang. Teknik pengumpulan data yang dilakukan peniliti adalah wawancara mendalam dengan dua narasumber dari Sleepless Owl dan dua konsumen. Berdasarkan hasil penelitian, peniliti menyimpulkan bahwa strategi promosi yang di lakukan Sleepless Owl sudah menjalankan strategi promosinya berdasarkan dengan teori dari Phillip Kotler. Kata kunci : Strategi promosi, word of mouth, brand awareness
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