CD Skripsi

Komunikasi Pemasaran Toko Roti Domood Donuts Dalam Membentuk Brand Awareness

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ABSTRACT
Marketing Communication of Domood Donuts Bakery in Building Brand Awareness
By: Geah Aaqilah Rahmadhani
Supervisor: Dr. Ringgo Eldapi Yozani, M.I.Kom
Domood Donuts is a business engaged in bread and cakes. The food products they sell are donuts which are currently trending or booming in the community. These donuts are known as premium donuts at affordable prices. Unlike the bread and cake shops in Pekanbaru city. Domood Donuts is able to compete with retailers that sell various types of coffee drinks, namely coffee shops. Based on the problems that occur, it is known that there is still a low perception of customers of the information conveyed, so that customer awareness cannot reach the target. Seeing from this statement, of course Domood Donuts must make various kinds of efforts in shaping brand awareness. Marketing communications can influence brand awareness when all tools in the marketing mix concept are optimized in their application. The purpose of this research is to find out the implementation and how the elements of Domood Donuts marketing communication in shaping brand awareness. One of the marketing communications implemented by Domood Donuts is starting from word of mouth, social media marketing, sponsorship, endorsement.
This research uses a qualitative method, this research was conducted at Domood Donuts Bakery Jl. Wonorejo No.17. The selection of informants was carried out using purposive techniques Using data collection techniques through observation, interviews, and documentation. while to test the validity of the data the researcher uses extended participation, increased persistence and source triangulation.
From the results of research on marketing communication used by Domood Donuts, it can be found that the communication carried out in marketing its products is to carry out word of mouth marketing communication, namely by word of mouth from consumers to other consumers, using social media as a sales promotion media where the social media used are Instagram and tiktok, carrying out sponsorship and endorsement activities using celebrities in Pekanbaru City.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901124481

Penerbit

Pekanbaru : Universitas Riau - FISIP- Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901124481

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

TETHI

Versi lain/terkait

Lampiran Berkas

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