Strategi Komunikasi Pemasaran Terpadu Events #SINGALONGwithJAAN Oleh Jaan Restaurant Bali Untuk Meningkatkan Brand Awareness

Abstrak

JAAN Restaurant Bali is a restaurant and bar located on Jalan Raya Seminyak No.10, Seminyak, Kuta, and they have one of their signature events to increase their brand awareness, which is #SINGALONGwithJAAN. Finding out how JAAN employed an integrated marketing strategy for the #SINGALONGwithJAAN events is the main goal of this research. Using a post-positivist perspective, this study employs a descriptive qualitative methodology. In order to find people to talk to, the researchers used purposive and snowball sampling methods. Interviews, documentation, and non-participant observations are the main ways data is collected. This research shows that JAAN Bali used an Integrated Marketing Communication (IMC) strategy to promote the #SINGALONGwithJAAN event and increase brand awareness. The strategy included using the marketing mix, which consists of four elements: product, place, price, and promotion. A total of five elements make up the promotion mix, including advertising, sales promotion, personal selling, direct marketing, public relations, and interactive marketing.