Marketing Strategy to increase Brand Awareness of Buna Indonesia

Abstract

AZELYA ODRIA. Marketing Strategy to Increase Brand Awareness of Buna Indonesia. Supervised by ALFA CHASANAH and SITI JAHROH. The COVID-19 pandemic has greatly affected life in Indonesia, including a rise in coffee consumption. However, Buna Indonesia, a coffee shop in Cilegon, faces challenges in aligning its social media marketing with sales targets due to low brand awareness. The objectives of this study are to identify the implementation of the 4C marketing mix, analyze the level of brand awareness of Buna Indonesia, and formulate the marketing strategy to increase brand awareness. This research used the pyramid brand awareness framework, the 4C marketing mix, and descriptive analysis. A questionnaire was conducted from July until December 2024. A total of 200 respondents were selected through purposive sampling. The findings indicated that Buna Indonesia has not implemented all the ideal strategies of the 4C marketing mix, and the brand awareness level among the respondents remains low. To address these challenges, Buna Indonesia should expand its social media and adopt more effective marketing strategies based on the 4C framework. Suggested improvements included introducing product collaborations, implementing a membership card system, and conducting surveys and interviews to attract a broader customer in the future.