PAAY, NATALIA CAROLINA (2019) STRATEGI PROMOSI KULINER DALAM MENINGKATKAN BRAND AWARENESS PERIODE TAHUN 2017 (Studi kasus pada usaha Papaberry di Kota Bandung). S2 thesis, Universitas Mercu Buana.
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Abstract
Along with developments in the culinary world, especially in the city of Bandung, now it has found many food and beverage business units or better known as culinary. The increasing number of culinary business units is getting tighter and requires that each business unit must show their strength in utilizing the opportunities that exist especially in building brand awareness, because there is no denying that in every competition there must be from every business unit in the city of Bandung including a threat to Papaberry, because every culinary business unit must have weaknesses in building brand awareness. The method used in this research is qualitative method. While this type of research uses case study research. Data sources in this study are divided into two, namely primary data and secondary data where primary data is obtained from in-depth interviews against informants and secondary data obtained from company documentation. Keywords : strategy, promotion, brand awareness. i UNIVERSITAS MERCU BUANA PROGRAM PASCASARJANA PROGRAM STUDI MAGISTER ILMU KOMUNIKASI Nama : Natalia Carolina Paay NIM : 55214120099 Judul : Strategi Promosi Kuliner Dalam Meningkatkan Brand Awareness Periode Tahun 2017 (Studi Kasus pada usaha Papaberry di Kota Bandung) ABSTRAK Seiring dengan perkembangan pada dunia kuliner khususnya di kota Bandung, sekarang ini telah banyak ditemui unit – unit usaha makanan dan minuman atau lebih dikenal dengan sebutan kuliner. Semakin banyaknya unit usaha kuliner semakin ketat dan menuntut setiap unit usaha harus memperlihatkan kekuatan mereka dalam memanfaatkan peluang yang ada khususnya dalam membangun brand awarenes – nya, karena tidak dapat dipungkiri pada setiap persaingan pasti terdapat ancaman dari setiap unit usaha yang ada di kota Bandung termasuk ancaman bagi Papaberry, karena setiap unit usaha kuliner pasti punya kelemahan dalam membangun brand awareness. Metode yang akan digunakan pada studi ini adalah metode kualitatif. Sedangkan tipe dari penelitian ini menggunakan penelitian studi kasus. Sumber data pada penelitian ini dibagi menjadi dua, yaitu data primer dan data sekunder dimana data primer diperoleh dari wawancara mendalam (Depth Interview) terhadap informan dan data sekunder diperoleh dari dokumentasi perusahaan. Kata kunci : strategi, promosi, brand awareness
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/552. 19 048 |
| NIM/NIDN Creators: | 55214120099 |
| Uncontrolled Keywords: | strategi, promosi, brand awareness |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 06 Jan 2022 02:49 |
| Last Modified: | 04 Apr 2022 03:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53695 |
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