RIVA’I, MUHAMMAD (2020) STRATEGI KOMUNIKASI PEMASARAN DALAM MENUMBUHKAN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA ZIANTURI KURSUS MUSIK). Bachelor thesis, Universitas Ahmad Dahlan.
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Abstract
ABSTRACT
Zianturi Music Course Yogyakarta is a local brand from one of the music
course institutions that elevates the concept of local business empowerment because
talking about Zianturi Kusus Music cannot be separated from Zianturi Guitar as one of
the predecessors of the brand that initiates relationships or cooperation on the basis of
mutual assistance such as refining between one each other. Departing from the
specificity of Zianturi Music Course, the researcher raised a study entitled Marketing
Communication Strategy in Growing Brand Awareness (Qualitative Descriptive Study
on Zianturi Music Course) where researchers have not found answers to several
questions about how the Zianturi Music Marketing marketing communication strategy
in raising awareness of prospective customers target from not being aware of the brand
to the top position of consumer thinking.
This research was applied to Zianturi Music Course with descriptive
qualitative research methods. Data collected is words and images. This research report
is in the form of an excerpt of the data obtained, namely the interview script, field notes,
pictures, personal documentation, as well as from related parties. Data collection
techniques using interview techniques, observation, and documentation.
The results of this study indicate that the Zianturi Music Marketing
communication marketing activities in growing brand awareness have produced results
where it can be seen through the progress of increasing the number of new students
each year along with indications of other supporting factors such as derivatives of
communication mix points. These things are started through the selection of the right
media and quality facilities and professionalism in the business. In the future, it is
expected that the growth of brand awareness for Zianturi Music Course is not only
limited to growth but can expand even more broadly with other constructive efforts.
Keywords: Marketing Strategy, Marketing Communications, Brand Awareness.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Subjects: | A General Works > AS Academies and learned societies (General) M Music and Books on Music > MT Musical instruction and study |
| Divisi / Prodi: | Faculty of Letters (Fakultas Sastra) > S1-ilmu komunikasi |
| Depositing User: | publikasi uad |
| Date Deposited: | 10 Mar 2020 07:03 |
| Last Modified: | 10 Mar 2020 07:03 |
| URI: | http://eprints.uad.ac.id/id/eprint/18142 |
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