PENERAPAN KOMUNIKASI PEMASARAN TERPADU RESTO MATJEO KOREAN GRILL PONOROGO

Riyan, Oky (2022) PENERAPAN KOMUNIKASI PEMASARAN TERPADU RESTO MATJEO KOREAN GRILL PONOROGO. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

Analysis of Tourism Marketing Strategies during the COVID-19 Pandemic in the Development of Bukit Soeharto Monument Tourism in Ponorogo Matjeo Korean Grill Restaurant Ponorogo is a restaurant with a modern, worldwide menu that combines the idea of Korean cuisine. The original Korean menu will serve as this restaurant's trademark. Since it opened in 2019, Resto Matjeo Korean Grill is no longer a new establishment. By adding new locations in different cities, this restaurant keeps boosting its brand equity. It is difficult for a business to survive in the face of fiercer competition, especially one that has been in the food industry for a while. As we all know, a lot of restaurant owners that are successful grow their companies in one location before failing when they try to expand there. One method is through integrated marketing communication (Integrated Marketing Communication). It plays a significant part in the company's usage of synergistic communication and directly affects brand equity's creation, maintenance, and improvement. This study employed descriptive qualitative research techniques, where the research procedure begins with the observation of symptoms and where theory serves to abstract and generalize a process. This study is exploratory in nature because the theory is not yet developed and there is little to no knowledge of the issue. As a consequence of the researchers' discussion and analysis of Matjeo Korean Grill's use of a marketing communication strategy to build brand equity, it is known that Matjeo Korean Grill. a multichannel marketing communication plan (Integrated Marketing Communication). Every component of the promotional mix is used by Matjeo Korean Grill, including advertising, direct marketing, sales promotion, personal selling, events and experiences, public relations, and publications. The aforementioned integrated marketing communication initiatives that Matjeo Korean Grill has undertaken are anticipated to boost the company's brand equity. A company's intangible asset is its brand. The unified marketing communications used by Matjeo Korean Grill have various effects on various target audiences. The purpose of advertising, sales promotion, and personal selling is to enlighten potential customers. These efforts can also build brand awareness, perceived quality, and placement within the larger community. The use of direct marketing techniques can produce brand associations. Events and experiences that are part of public relations serve to build brand or customer loyalty for Matjeo Korean Grill, as well as to forge strong ties with the community at large. Keywords: Matjeo Restaurant, Integrated Marketing Strategy, Promotion, Public Relations

Item Type:	Thesis (Skripsi (S1))
Uncontrolled Keywords:	Matjeo Restaurant, Integrated Marketing Strategy, Promotion, Public Relations
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social Science and Political Science
Depositing User:	fisip . userfisip
Date Deposited:	31 Oct 2022 06:26
Last Modified:	31 Oct 2022 06:26
URI:	http://eprints.umpo.ac.id/id/eprint/10423

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