Aktivitas digital marketing Osteria Gia pada Ismaya Group dalam upaya meningkatkan brand awareness

Sathia, Erika Santi (2020) Aktivitas digital marketing Osteria Gia pada Ismaya Group dalam upaya meningkatkan brand awareness. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri makanan dan minuman di Indonesia merupakan Industri yang terus berkembang dengan munculnya banyak pemain baru dalam industri ini. Salah satu nya adalah Osteria Gia yang merupakan restoran dengan konsep lifestyle dari Ismaya Group. Ditengah persaingan yang ketat, sebagai restoran baru Osteria Gia melakukan brand awareness pada berbagai macam digital platform terutama media sosial untuk bersaing dengan kompetitor nya. Pemagang akan mempelajari aktivitas digital marketing communication dalam meningkatkan brand awareness. Pada pelaksanaan magang, pemagang menemukan Osteria Gia melakukan aktivitas digital marketing pada media sosial dengan, membangun relasi dengan menanggapi setiap pertanyaan, review ataupun komentar yang terdapat pada media sosial Osteria Gia. Serta aktif dalam mengkomunikasikan brand dengan konsumen melalui media sosial Osteria Gia yaitu Instagram, Zomato, Tripadvisor, Google+. Setiap komunikasi yang dilakukan melalui media sosial telah memiliki standarisasi yang sesuai identitas Ismaya/ Food and beverage industry in Indonesia is an industry that continue to grow with a lot of new players now in this industry. One of the new player is Osteria Gia the new restaurant from Ismaya Group with lifestyle concept. In the tight competition between players in food and beverage industry as a new player Osteria Gia doing brand awareness on many digital social media platforms to compete with its competitor. Intern will study the activities of digital marketing communication in attempt to increasing brand awareness. On the implementation of an apprentice, an intern found Osteria Gia activity digital marketing on social media and, build relations with responding to every question, a review or commentary that are found in social media Osteria Gia. As well as active in communicating brand with consumers through social media Osteria Gia namely Instagram, Zomato, Tripadvisor, Google+. Any communication made it through social media has had the appropriate standardization according to Ismaya identity.

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