Strategi Komunikasi Pemasaran Digital Dalam Peningkatan Brand Awareness (Studi Deskriptif Kualitatif pada Ragil Kuning)

Abstract

This research focuses more on the development of the Coffee Shop business which is currently
increasingly prevalent in Indonesia. However, in this case, the focus of the research will be on
Gresik using the Ragil Kuning case study as a Coffee Shop business. This research itself will
discuss and want to know the digital marketing communication strategy in increasing
consumer Brand Awareness from Ragil Kuning. The purpose of this research is to find out
Ragil Kuning's digital marketing communication strategy in the formation of consumer Brand
Awareness. To find out the data in this study, the authors use qualitative research methods
where all data obtained through secondary and primary data. In addition, data collection was
also carried out by observation and in-depth interviews in order to be able to answer the
formulation of the problem. By using a descriptive qualitative method, the researcher found
that Ragil Kuning as a Coffee Shop uses a marketing communication strategy that can increase
Brand Awareness. However, from the research conducted, the researcher has suggestions for
yellow yeast in further development of Brand Awareness, namely paying more attention to
digital developments and optimizing online marketing such as Instagram and their own
website.