Strategi promosi cozyfield cafe dalam meningkatkan brand awareness konsumen melalui Instagram = Cozyfield cafe’s in increasing consumen’s brand awareness through Instagram

Ahari, Katherine (2019) Strategi promosi cozyfield cafe dalam meningkatkan brand awareness konsumen melalui Instagram = Cozyfield cafe’s in increasing consumen’s brand awareness through Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan industri restoran dan kafe di Indonesia sedang mengalami peningkatan, oleh karena itu PT. Gramedia Asri Media ingin memperluas perusahaanya dengan membuka restoran dan kafe yang bernama Cozyfield. Semua merek tentu ingin dikenal di masyarkat, namun meskipun Cozyfield merupakan bagian dari perusahaan besar, Cozyfield Cafe yang sudah beriklan di Instagram masih belum mencapai tingkat kesadaran merek terhadap masyarakat, hal ini dapat dilihat dari jumlah followers akun Cozyfield yang baru mencapai 2062 sedangkan Gramedia 147 ribu followers. Untuk mencapai tingkat kesadaran merek terhadap konsumen diperlukan cara-cara yang berkaitan dengan konsep pemasaran campuran yang terkait dengan produk, tempat, harga, dan promosi. Maka dari itu, diperlukan adanya penelitian untuk mengetahui apa strategi promosi yang diterapkan merek restoran dan kafe Cozyfield untuk mencapai tingkat kesadaran merek terhadap konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara secara mendalam dan observasi, serta data sekunder berupa studi kepustakaan. Wawancara dilakukan dengan Tim Marketing, Media Sosial, dan Brand Manager dari Cozyfield Cafe. Hasil penelitian ini menunjukan bahwa strategi promosi yang dilakukan oleh Cozyfield Café untuk meningkatkan kesadaran merek tehadap konsumen yang dilakukan melalui Instagram dengan menggunakan lima dari sembilan cara untuk mencapai tingkat kesadaran merek yaitu menjadi berbeda, melibatkan slogan, memaparkan simbol, publisitas, dan acara sponsor dan memposting foto di Instagram yang mengandung konten marketing mix. / Indonesia’s restaurant and cafe industry sector have been growing recently, therefore PT Gramedia Asri Media wants to broaden their company by opening a restaurant and cafe named Cozyfield. All brands must have been want to be recognized in the society, altough Cozyfield is a part from huge company, Cozyfield Cafe whose already advertised on Instagram still haven’t achieve Brand awareness, it can be seen by looking at Cozyfield’s Instagram account who only got 2026 compared by Gramedia’s who got 147 thousand followers. There are several ways to achieve Brand awareness that related to marketing mix concept that consist of product, place, price, and promotion. Thus, research about what is Promotion strategy that used by brand restaurant and cafe Cozyfield to increase their brand awareness towards it’s customer is needed. . This research uses qualitative approach with descriptive research method. The research data was collected using primary data, in-depth interview and observation, and secondary data in the form of literature study. Interviews were conducted with the Marketing Team, Social Media, and Brand Manager of Cozyfield Cafe The result shows that promotion strategy that conducted by Cozyfield Cafe to increase their brand awareness towards its consumen through the Instagram is by using five from nine ways to increase brand awareness which is, be different, involve a slogan, symbol exposure, publicity, event and sponsorship, and also posting photo on Instagram consist of marketing mix content.

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