<![CDATA[Indonesia has great potential in the marine sector because of the extraordinary wealth of marine resources, especially in the fisheries sector. PT. Samudra Kencana Mina saw this potential which later became the basis for choosing the fish processing industry as the company's core business. PT Samudra Kencana Mina is a national company engaged in the processing industry, exporters and fish trade with the main product being preserved intact fish, which is trying to build brand awareness so that it is better known by the market because currently the name of PT Samudra Kencana Mina is not well known by the market. . This study aims to understand the marketing communication strategy used by PT. Samudra Kencana Mina in building brand awareness. The method used in this research is qualitative. In data collection techniques, researchers used interviews and other data (documentation, data from PT. Samudra Kencana Mina and then tested using data triangulation theory. The results of this study prove that PT Samudra Kencana Mina is known for having superior frozen octopus products and conducting marketing activities using direct marketing, personal selling and word of mouth in building brand awareness in accordance with the company's capabilities.]]>
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