Strategi Pemasaran Brothers Cafe dalam Membangun Brand Image Pengunjung di Kota Medan

Abstract

This research is motivated by the importance of marketing communication strategies in promoting products. The purpose of this study was to find out the communication strategies used by Brothers Cafe in conducting promotions. The type of research used in this study was a qualitative approach with descriptive studies. The location of the study was conducted at Brother Cafe Jalan H. Zainul Arifin No. 16-D Mandiri Building, North Sumatra, and places for taking informants randomly determined by researchers to obtain appropriate data that can support the success of researchers. The selection of informants researchers used purposive sampling techniques to determine the research subjects. Purposive technique Sampling is used in the selection of research informants because it uses certain considerations. So the researcher determined several criteria for the informant. The sources of information to obtain data from this study are: Managers and all employees at Brothers Cafe. The results of the study explain that the Brothers Cafe strategy in marketing its superior products is by utilizing and maximizing all potential promotional media, both media promotions carried out directly through professional employees, as well as through promotional media in print, electronics, sponsorship, and special promotions for Brother Cafe.