Revitalisasi Strategi Komunikasi Pemasaran Untuk Meningkatkan Penjualan Dombrut Kitchen

PT Adinda Intra Sarana Continue to develop their business in culinary sector by build dombrut kitchen. Restaurant dombrut kitchen have been constructed since 2005, but the management dombrut kitchen less satisfied with restaurant business performance especially since they moved to Jalan Lebak Bulus Raya 1 No.71 Jakarta Selatan on 2013. To expand understanding deeply about activities, responsibility, and problems, author implementing the internship program for 3 (three) month. Field observation and interview done to visitors of dombrut kitchen, employees, and management used to identify and analyzes problems. Author also gather more supporting data from intenal an external of the company. The concept of used to identify the problem is serverity urgency the matrix to determine the problems that must be resolved first. Before his also analysis perceptual maping aimed to know the state dombrut compared to his competitors, also SWOT Matrix to identify excess and deprived of internal dombrut kitchen. Based on the result analysis author, problems that identified is the ineffectiveness of the marketing communications dombrut because the communications strategy and media who have used dombrut tending to passive . The concept of used to make solution taken from jurnal-jurnal scientific discuss about the problems faced by dombrut kitchen intention to buy. Some the concept of model as marketing activities, brand awareness, customer statisfaction used to formulate a choice solution which will useful to resolve existing problems. The author makes some alternative solutions to dombrut kitchen used the integrated marketing the concept of communication (IMC) (Clow dan Baack,2014) To formulate marketing strategies to be done by dombrut kitchen to solve the problems regarding of their promotion strategy. The author and dombrut kitchen evaluate and decided alternative “dombrut promo campaign “ as solution elected. Communication conducted using online social media , posters , and the distribution of flyer. Content that in contrived and given to customers where spatially promotion besides with rising the brand awareness, sales also onten yang di buat dan diberikan kepada pelanggan bersifat promosi dimana selain dengan tujuan meninggkatkan kesadaran produk, sales increase is also expected by dombrut kitchen management. The author has implemented this solution in the form of run campaign , where the management dombrut kitchen also involve do stages of the campaign. Campaign consisting of 5 program during the period of this internship have showed positive developments in raise brand awareness and sales. Dombrut kitchen sales in the month of april to june increased his luminance months. The increasing also exceeds initial target carried in the period began to apprentice. Brand awareness has also increased reflected from the increasing number of transactions in every month and also increased the number of followers of dombrut kitchen instagram account. Sales increase and awareness campaign product was executed has responded dombrut kitchen visitors, both new visitors and the old. The results obtained in the conduct of problem-solving strategies above proves that strategy made by author and the dombrut kitchen management in accordance with the problems faced by dombrut. his strategy evaluation will be done by the dombrut to make problems arising in the implementation inevitable. The management also realized and will continue to develop marketing strategies dombrut kitchen that this restaurant can be more good.