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Widyowati, Estu
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Strategi Komunikasi Pemasaran Dalam Upaya Membangun Brand Awareness Teh Kota Cabang Surakarta Ardya Paramitha, Yovita Ruth; Hindra, Nurnawati; Widyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Abstract

The trend of consuming tea in Indonesia continues to increase, especially in Surakarta City. Many Tea drink brands have sprung up and developed their own innovations to compete with other Tea drink brands. All promotions and offers are made, so that consumers recognize the product and are interested in buying the product. The emergence of a new brand of Teh Kota encouraged researchers to find out the role of marketing communication strategies in building brand awareness of Teh Kota Surakarta Branch. The theory used in this research is Promotion Mix. The method used in this research is descriptive qualitative. Data obtained from observations and interviews with informants, namely the owner, Barista, and three loyal consumers of Teh Kota Surakarta Branch. The results of this study describe that Teh Kota Surakarta Branch is in the Brand Recognition stage with the Promotion Mix strategy used is Advertising and Sales Promotion.
KONTEN DIGITAL UMKM TAHU SAMBAL MBAK JIAH MELALUI TIK-TOK PADA AKUN @INFOMAKANSOLO UNTUK MENINGKATKAN PENJUALAN PASCA PANDEMI COVID-19 Rendi Irawan, Andrean; Hindra H, Nurnawati; Widyowati, Estu
Solidaritas Vol 8 No 2 (2024): Solidaritas
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Slamet Riyadi Surakarta

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Abstract

This research discusses the Marketing Strategy of the Tiktok Application as an onlinepromotional media at Tahu Sambal Mbak Jiah, where these stalls utilize each other oruse the Tiktok Application as their promotional media and sell food at very affordableand unique prices. to get customers. Mbak Jiah's chili tofu offers a different concept andis new to this city. This research aims to find out about: First, the marketing strategy inusing the Tiktok application as an online promotional media for Ms. Jiah's TahuSambal. Second, marketing strategies in using the Tiktok application during thepandemic. This research is field research using descriptive qualitative researchmethods. Data collection techniques using observation, interviews and documentation.The data validation technique uses source triangulation by collecting similar data andinformation from various.Keywords: TikTok application, marketing strategy, Mbak Jiah's Sambal Tofu
Co-Authors Ardya Paramitha, Yovita Ruth Hindra H, Nurnawati Hindra, Nurnawati Rendi Irawan, Andrean