Skripsi

IMPLEMENTASI KOMUNIKASI PEMASARAN PEMPEK LALA PALEMBANG DALAM MEMBANGUN BRAND AWARENESS DI KALANGAN KONSUMEN LOKAL DAN NASIONAL

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ried out by Pempek Lala Palembang in building brand awareness among local and national consumers. The purpose of this study is to determine the marketing communication strategies implemented, the media used, and the supporting factors in forming brand image in the eyes of consumers. The background of this study is based on the tight competition in the regional culinary industry which requires business actors to be able to manage marketing strategies effectively, especially in introducing products to the wider community. This study uses a qualitative approach with a descriptive method. Data collection techniques are carried out through in-depth interviews, direct observation, and documentation. The theory used is the Marketing Mix 7P from Kotler and Keller which includes seven main elements: product, price, place, promotion, people, process, physical evidence. The results of the study show that Pempek Lala has implemented marketing communications strategies optimally, starting from the use of social media such as TikTok, providing products with distinctive and consistent flavors, friendly service, an efficient purchasing process, to attractive store displays and packaging. In addition, customer testimonials and interactions on social media also help strengthen the brand image. All of these efforts have been proven to be able to increase brand awareness and build consumer loyalty both locally and nationa

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Availability

Detail Information

Series Title

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Call Number

T1817972025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xiii, 80 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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