PROPOSED MARKETING STRATEGY TO IMPROVE BRAND AWARENESS OF MAGIC PIZZA

• Main Author: Mariella, Amanda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/56199
• Institution: Institut Teknologi Bandung

This research was conducted to analyze the effect of promotion on brand awareness at Magic Pizza. Another objective of this study is to propose and improve marketing strategies so that brand awareness in Magic Pizza can increase. The research data were obtained from interviews, email, literature studies (journals, books, and the internet), and questionnaires. Researchers perform internal analysis and external analysis. After internal analysis and external analysis, a SWOT analysis is carried out. Internal analysis consists of STP, marketing mix, resource analysis, and value chain analysis. Meanwhile, external analysis consists of general environment analysis, industrial environment analysis, competitor analysis, and consumer analysis. Consumer analysis was conducted by surveying the effect of promotion on brand awareness at Magic Pizza. The research variables in the survey are promotion and brand awareness. The data analysis technique used simple regression analysis. The results of the study show the effect of promotion (independent variable) on brand awareness (dependent variable) is 54.4%. The proposed business solutions are social media improvement, QR code, training of Magic Pizza employees, and brand mascot.