Analisis Strategi Komunikasi Pemasaran Terpadu dalam Meningkatkan Penjualan dan Brand Awareness
Year: 2021
Type: article
Abstract: As the population growth in Indonesia increases, the demand for food and beverage needs also increases. This causes the food and beverage sector in Indonesia to experience progress, one of which is in the wheat flour-based food industry sector, namely donuts. The purpose of this study was to determine an integrated marketing communication strategy to increase sales and brand awareness. The research method used is descriptive qualitative by conducting interviews with selected sources with purposive sampling technique, as well as field observations and documentation which will later be described in detail as the results of this study. The results of this study are that the marketing method through digital media is the method that has the most impact on increasing sales and brand awareness, but besides that, the traditional sales promotion mix is still very influential in increasing sales in companies engaged in the food and beverage sector.
Authors: Hazel Alberta Wijaya, Lina Sinatra Wijaya
Institution: Satya Wacana Christian University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W3211083847