STRATEGI KOMUNIKASI PEMASARAN DALAM MENUMBUHKAN BRAND AWARENESS (STUDI DESKRIPTIF KUALITATIF PADA ZIANTURI KURSUS MUSIK)

ABSTRACT Zianturi Music Course Yogyakarta is a local brand from one of the music course institutions that elevates the concept of local business empowerment because talking about Zianturi Kusus Music cannot be separated from Zianturi Guitar as one of the predecessors of the brand that initiates relationships or cooperation on the basis of mutual assistance such as refining between one each other. Departing from the specificity of Zianturi Music Course, the researcher raised a study entitled Marketing Communication Strategy in Growing Brand Awareness (Qualitative Descriptive Study on Zianturi Music Course) where researchers have not found answers to several questions about how the Zianturi Music Marketing marketing communication strategy in raising awareness of prospective customers target from not being aware of the brand to the top position of consumer thinking. This research was applied to Zianturi Music Course with descriptive qualitative research methods. Data collected is words and images. This research report is in the form of an excerpt of the data obtained, namely the interview script, field notes, pictures, personal documentation, as well as from related parties. Data collection techniques using interview techniques, observation, and documentation. The results of this study indicate that the Zianturi Music Marketing communication marketing activities in growing brand awareness have produced results where it can be seen through the progress of increasing the number of new students each year along with indications of other supporting factors such as derivatives of communication mix points. These things are started through the selection of the right media and quality facilities and professionalism in the business. In the future, it is expected that the growth of brand awareness for Zianturi Music Course is not only limited to growth but can expand even more broadly with other constructive efforts. Keywords: Marketing Strategy, Marketing Communications, Brand Awareness