Strategi Komunikasi Pemasaran Mc Donald Bojongsari Depok Dalam Mencapai Top of Mind Pelanggan

Abstract

This study aims to find out the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok in achieving top of mind customers. Top of mind is the highest level of brand awareness that customers have, so that the brand becomes the first choice when customers want to buy a certain product. This study uses a qualitative method with data collection techniques through observation, interviews, and documentation. The subjects of the study are managers, employees, and customers of Mc Donald Bojongsari Depok. The data obtained are then analyzed using SWOT and TOWS analysis to identify the strengths, weaknesses, opportunities, and threats faced by the fast food outlet, as well as to formulate appropriate alternative strategies. The results of the study show that Mc Donald Bojongsari Depok implements various integrated marketing communication strategies, such as social media, influencer marketing, event marketing, corporate social responsibility, advertising, sales promotion, publication, personal selling, and direct marketing. These strategies aim to increase sales and brand awareness, as well as to achieve top of mind customers. The results of the study also show that the integrated marketing communication strategy applied by Mc Donald Bojongsari Depok is successful in achieving its goals, because it is supported by observation, interview, and documentation data that show that customers have high levels of awareness, recognition, preference, and loyalty to the Mc Donald Bojongsari Depok brand.