Marketing Communication Barbie Salon Pekanbaru Dalam Membentuk Brand Awareness

Susanti, Elda (2022) Marketing Communication Barbie Salon Pekanbaru Dalam Membentuk Brand Awareness. Other thesis, Universitas Islam Riau.

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Abstract

Consumer loyalty is a measure of the success of marketing communications on brand awareness that increases consumer loyalty. Salon quality lies in service, skills, and a place that is the goal to satisfy consumers. In addition, the skills provided by salon service providers are factors that can increase customer satisfaction and the results provided are in accordance with consumer expectations. Barbie salon has been established since 2008 and still exists today. Barbie Salon consumers are loyal enough to continue to use Barbie salon services. This study discusses marketing communication that focuses on Barbie Salon's efforts in establishing brand awareness so that it still exists and is known to consumers today. In this study using a qualitative approach with the method of interview, observation, and documentation. The results show that the marketing communication strategy used by Barbie Salon is to provide affordable treatment prices, provide attractive discounts and promos, and provide cheaper treatment packages that consumers can choose from. In the implementation of marketing communications, barbie salons use promotional media by distributing brochures and flyers. In addition, Barbie Salon also carries out promotions through social media such as Facebook, the web, and also Instagram.

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