Strategy Marketing Public Relations Glad Coffee Dalam Meningkatkan Brand Awareness

Abstract

Glad Coffee & Resto is a Coffee Shop in Pondok Ranji, South Tangerang that is engaged
in culinary business. Increasing competition in culinary business as a result of changes in people's
lifestyles on basic or primary needs makes Glad Coffee & Resto must be ready to compete with
surrounding competitors. Increasing brand awareness through marketing public relations
strategies is something that can be done for the sustainability of Glad & Coffee & Resto to be
able to continue to grow and compete with competitors. This study aims to determine Glad
Coffee & Resto marketing public relations strategy in increasing brand awareness. This study
uses a qualitative approach using qualitative descriptive research methods. In this study
researchers used three ways strategy (pull, push, pass) marketing public relations strategy
concepts by Thomas L. Haris. Data collection techniques in this study used were semi-structured
interviews and documentation with several speakers and through literature studies and other
data sources. The results of this study indicate that Glad Coffe & Resto devised a marketing public
relations strategy to increase brand awareness in accordance with the goals to be achieved and
the target of market segmentation with three ways strategy (pull, pull, pass) as the basis for
determining the planning strategies to be compiled and subsequently in implement to grow
customer awareness towards Glad Coffee & Resto.