PROPOSED MARKETING STRATEGY FOR INCREASING BRAND AWARENESS FOR ATTA FURNITURE

• Main Author: Firas
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67404
• Institution: Institut Teknologi Bandung

Furniture is one of the manufacturing industry sectors that is fairly developed in Indonesia, yet during the COVID-19 epidemic it faced a decrease. PT. Berkarya Maju Mandiri is one of the enterprises engaged in furniture, notably in the city of Bandung. Atta furniture is a furniture store that has been run by the company for a long period. However, based on the company's statement, although Atta furniture has been established for a long time, Atta furniture is still not well known, especially in the city of Bandung. Atta furniture has customers who are largely located in the area of the shop, particularly in Banjaran, Bandung Regency. The customers know Atta furniture by seeing the store directly and also from their family or relatives. Therefore, the author seeks to present a marketing strategy suggestion to the company to boost the company's brand awareness. The study approach is carried out utilizing qualitative descriptive methods by distributing questionnaires to respondents regarding things that affect customers in furniture purchasing decisions. In addition, external and internal analysis were also conducted out to establish the condition of the Atta furniture company. The outcome is that customers prefer to see furniture products in person or see the product first on the internet or social media. So the author proposes a marketing strategy for company to participate in furniture exhibitions, optimize the use of social media, and provide sponsors for certain events, in order to boost the company's brand awareness.