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Journal : Devotion: Journal of Research and Community Service

Brand Awareness : PT Nutrifood Indonesia Afiati Lasmiandari, Fatin; Regita, Rena; Amalia, Bintang; Nurfalah, Farida; Andriany, Dian
Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i8.778

Abstract

Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses marketing communication mix theory and qualitative methodology with a descriptive case study research type. The data collection techniques used are observation, in-depth interviews, and documentation. In-depth interviews were conducted with four informants: key informants, first informants, second informants and third informants. This study shows that the marketing communication used by PT Nutrifood in increasing brand awareness by using several elements or communication mixes that are interrelated. The results of the study show that event sponsorship activities carried out by PT Nutrifood and its cooperation partners have succeeded in increasing brand awareness.
Co-Authors Abdul Jalil Hermawan Abdul Jalil Hermawan, Abdul Jalil Afiati Lasmiandari, Fatin Aghnia Dian Lestari Agustin, Nophiani Alhamdany, Moch Rizky Alpin Ashary Muzhaffar Amalia, Bintang Amalia, Tria Andriany, Dian Atas Cahyadi, Widiartha Aviantineke, Vradnya Paramitha Ayuningtyas, Saras Banaty, Tri Brajadenta, Gara Chairul Ardiansyah Desi Permatasari Dewi, Meliyana Wati Elisa, Nur Fahruz, Fahruz Febriyana, Dhea Finanda, Siska Virgina Forrer, Christine Gaol, Rico Yohanes Lumban Haliza, Sabina Nur Hanaya, Dinda heriyani agustina, heriyani Hery Nariyah Hudaya, Alfilo Gian Rachmat Ibnu Hiban Gymnastiar Ifrohh, Iif Al Inanah Inanah, Inanah Iskandar Zulkarnaen Jaelani, Hilmi Jalil Hermawan, Abdul Komalasari Komalasari Lanandie, Wisnu Lili Yani Mahmudah Mahmudah Majdiyyah, Hamidah Maulina, Hana Merdeka, Gilang Meta Yuniar, Meta Mukarto Siswoyo nia kurniasih Noviana, Wina Nugraha, Alvine Septian Nugraha Septian Nugraha, Raffi Febriansyah Nurhana Dhea Parlina Nurlatifah, Putri Indah Nurruzzaman Nursari, Tita Oktaviani, Anggeliqua Oktoviani, Lia Pratama Rachmanto, Aditya Putra, Ersya Gustika Putri, Dwi Rahma Putri, Faradita Sari Eka Rafiadi, Arrest Bupala Rahayu, Herlinda Rahmat Hidayat Rahmawati, Ilfa Husnia Regita, Rena Rhaisa, Esa Astrid Rifka Noviani Santika Saleha Rodiah Salsabilla, Ghina Santika, Rifka Noviani Sapitri, Dea Refani Satyawijaya, Erick Sendi Ziharani, Pipit Senoputra, Dimas Aditya Siraj, Nurudin Siti Aisah Siti Khumayah Sri Wulandari Subagja, Resa Sudrajat, Anazia Suhendar, Farhan Alfadhil Susanne Dida Sutarjo Sutarjo, Moh Suwitno, Bangbang Syahfirna, Talia Wahyuningtyas, Novi Kusuma Welly Wihayati, Welly Widiyana, Dini Wiken Kurniawati, Wiken Yuniar Zahra, Tineziany