Jurnal Komunikasi dan Bisnis

Vol. 12 No. 1 (2024): May
Articles

IMC Strategy and Strengthening of Restaurant Brand based on Sultanate Cultural Heritage in The Recovery Period Covid-19: Case Study Bale Raos Resto Yogyakarta

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  • Shita Rahmawati,
  • Henni Gusfa,
  • Afdal Makkuraga
Shita Rahmawati
Universitas Mercu Buana
Henni Gusfa
Universitas Mercu Buana
Afdal Makkuraga
Universitas Mercu Buana
DOI: https://doi.org/10.46806/jkb.v12i1.1051

Published 2024-03-06

Keywords

  • IMC,
  • royal heritage culture,
  • added value hospitality,
  • brand ambassador,
  • brand evangelist,
  • marketing communication
    • ...More
    Less

How to Cite

Rahmawati, S. ., Gusfa, H. ., & Makkuraga, A. (2024). IMC Strategy and Strengthening of Restaurant Brand based on Sultanate Cultural Heritage in The Recovery Period Covid-19: Case Study Bale Raos Resto Yogyakarta. Jurnal Komunikasi Dan Bisnis, 12(1), 46–64. https://doi.org/10.46806/jkb.v12i1.1051

Copyright (c) 2024 Jurnal Komunikasi dan Bisnis

Creative Commons License

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Abstract

The development of the hospitality business, especially special restaurants that serve the Sultan's favorite dishes, requires an appropriate marketing communication strategy. Tourism and hospitality business recovered the fastest during the recovery from the Covid-19 pandemic. This research aims to create the right integrated marketing communication (IMC) strategy to reach the targeted market. Using qualitative research methods, inductive and constructivist paradigms, as well as data collection through the field and virtual world observations, in-depth interviews, and literature studies and then triangulated to produce valid research results. Currently, IMC is experiencing rapid development, not only in terms of content but also in terms of media and selection of messengers. If IMC 1.0 focuses on product content, then in IMC 4.0 the customer must be the main focus, so the communication content material created must be based on the principle of benefits and added value received by customers. such as getting new experiences, enjoying a unique and authentic taste, self-existence and others. Bale Raos restaurant has been able to create the right IMC but of course it needs improvement for more optimal results. The most important suggestion, Bale Raos Resto must review and reorganize its IMC program and improve marketing media in terms of content, format and appearance so that it is more appealing to the customer's sensory senses. meet the principle of customer benefits.

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