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All Journal Jurnal Teknik Industri USU International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Sugih Arto Pujangkoro
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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SOCIAL MEDIA MARKETING STRATEGY IN BUILDING CUSTOMER BRAND AWARENESS AT THE GRAND CENTRAL MEDAN HOTEL Petrus Lajor Ginting; Endang Sulistya Rini; Sugih Arto Pujangkoro
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 4 No. 4 (2024): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v4i4.1837

Abstract

This research was conducted to analyze the strengths, opportunities, aspirations and results related to the social media marketing strategy used at the Grand Central Medan hotel to build customer brand awareness. This research uses the SOAR analysis method, which is a method that companies can use to create a marketing strategy planning framework to face business competition by analyzing internal and external factors using the IFAS and EFAS matrices. This research uses qualitative data methods, namely data obtained by collecting data sources through interviews and observations as well as collecting documents from existing journals and various other accurate internet sources. The results of this research show that based on the IFAS matrix the value is 3.75 and the EFAS value is 3.16. This strategy emphasizes 1. Creating content and paying attention to when to post content that interests visitors; 2. Strategy to increase promotion and cooperation; 3. Strategy to provide attractive promotions and incentives for employees.
Co-Authors Ahmad Fitra Annevelin Naibaho Cheptian Simamora Christy Ardelia Tarigan Dara Muthia Herda Endang Sulistya Rini Faisal Riza Finella Gilda Novia Sembiring Haposan Arthur Fransiskus Turnip Iskandarini Nazaruddin Petrus Lajor Ginting Retta Marina BR Siahaan Rosnani Ginting Sukaria Sinulingga Syafrizal Helmi Situmorang Tiza Rahmadina Wibowo, Rulianda P.