IMPLEMENTASI KOMUNIKASI PEMASARAN PEMPEK LALA PALEMBANG DALAM MEMBANGUN BRAND AWARENESS DI KALANGAN KONSUMEN LOKAL DAN NASIONAL

RAMADHANA, ANANDHANA FATHIA and Lionardo, Andries and Karmila, Leti (2025) IMPLEMENTASI KOMUNIKASI PEMASARAN PEMPEK LALA PALEMBANG DALAM MEMBANGUN BRAND AWARENESS DI KALANGAN KONSUMEN LOKAL DAN NASIONAL. Undergraduate thesis, Sriwijaya University.

	Image RAMA_70201_07031382126216_cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (177kB)
	Text RAMA_70201_07031382126216.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_70201_07031382126216_turnitin.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (18MB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (967kB)
	Text RAMA_70201_07031382126216_0001057901_0203108802_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (287kB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (297kB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (235kB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (216kB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (175kB) | Request a copy
	Text RAMA_70201_07031382126216_0001057901_0203108802_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (582kB) | Request a copy

Abstract

ried out by Pempek Lala Palembang in building brand awareness among local and national consumers. The purpose of this study is to determine the marketing communication strategies implemented, the media used, and the supporting factors in forming brand image in the eyes of consumers. The background of this study is based on the tight competition in the regional culinary industry which requires business actors to be able to manage marketing strategies effectively, especially in introducing products to the wider community. This study uses a qualitative approach with a descriptive method. Data collection techniques are carried out through in-depth interviews, direct observation, and documentation. The theory used is the Marketing Mix 7P from Kotler and Keller which includes seven main elements: product, price, place, promotion, people, process, physical evidence. The results of the study show that Pempek Lala has implemented marketing communications strategies optimally, starting from the use of social media such as TikTok, providing products with distinctive and consistent flavors, friendly service, an efficient purchasing process, to attractive store displays and packaging. In addition, customer testimonials and interactions on social media also help strengthen the brand image. All of these efforts have been proven to be able to increase brand awareness and build consumer loyalty both locally and nationa

Item Type:	Thesis (Undergraduate)
Subjects:	L Education > LT Textbooks
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Anandha Fathia Ramadhana
Date Deposited:	30 Jul 2025 14:32
Last Modified:	30 Jul 2025 14:32
URI:	http://repository.unsri.ac.id/id/eprint/181797

Actions (login required)

View Item