Strategi marketing komunikasi dalam membangun brand awareness Puyo Silky Desserts = Marketing communication strategy on building brand awareness Puyo Silky Desserts

Saptari, Cesya Vanesa (2016) Strategi marketing komunikasi dalam membangun brand awareness Puyo Silky Desserts = Marketing communication strategy on building brand awareness Puyo Silky Desserts. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam beberapa tahun terakhir, perkembangan industri makanan dan minuman di Indonesia semakin pesat. Hal ini memberikan peluang untuk membangun investasi pada sektor makanan dan minuman di Indonesia. Dengan berkembangnya industri tersebut, para pelaku bisnis berlomba meningkatkan kualitas produknya agar dikenal oleh masayarakt. Seiring dengan berkembangnya industri makanan, berbagai jenis makanan penutup juga turut dikembangkan oleh para pengusaha. Salah satunya adalah tren hidangan penutup berupa pudding yang banyak menarik perhatian kosumen. Melihat adanya peluang di bidang tersebut, entrepreneur Adrian Christopher Agus dan Eugenie Patricia Agus memutuskan untuk membangun bisnis Puyo Silky Desserts. Tingkat kesadaran konsumen terhadap suatu merk (brand awareness) sanagtlah penting bagi pengusaha. Hal ini juga berlaku pada bisnis Puyo Silky Desserts. Untuk meningkatkan brand awareness, Puyo Silky Desserts menggunakan berbagai Strategi Marketing Komunikasi. Dalam penelitian ini, peneliti akan menggali secara mendalam menganai apa strategi marketing komunikasi yang digunakan Puyo Silky Desserts dalam membangun brand awareness. Masalah penelitian ini akan dianalisa dan dijabarkan menggunakan teori Strategi Marketing Komunikasi dengan pendekatan kualitatif. Teknik pengumpulan data yang digunakan adalah dengan cara melakukan wawancara mendalam terhadap tujuh informant. Mealui penelitian ini, didapatkan hasil bahwa Puyo Silky Desserts menggunakan enam dari delapan Strategi Marketing Komunikasi. Fokusnya ada pada advertising, sales promotion, direct marketing and word of mouth./ For the past few years in Indonesia, food and beverage industry has been significantly increased, giving opportunities for more people to invest in it. With the continually rapid growth industry, business owners are competing to improve their product’s quality in order to gain public attention. With food industry advancing, many kinds of desserts are also being established. One of many trends of desserts is pudding, getting on a large amount of public interest. Looking at this great opportunity, young entrepreneurs Adrian Christopher Agus and Eugenie Patricia Agus decided to start up Puyo Silky Desserts. Brand awareness is very essential in a business. Puyo Silky Desserts deliberately made plenty of business decision concerning brand awareness using Marketing Communication Strategy. In this research, researcher studied in detail on what are the marketing strategies Puyo Silky Desserts implemented to help increase their brand awareness. This research will be analyzed and clarified using theory of Marketing Communication Strategy with qualitative approach. Researcher collected data by doing in-depth interview with seven informants. This research concludes Puyo Silky Desserts used six out of eight Strategy of Marketing Communication. Focusing in advertising, sales promotion, direct marketing and word of mouth.

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