The Use of a Marketing Communication Strategy By English Cafe Semarang in Building Brand Awareness

Abstract

The business world has overgrown, creating fierce competition among English course
institutions in Indonesia. The marketing communication strategy becomes vital for these
institutions in informing about the products and the brands to form market perceptions of the
services offered and to build brand awareness. The success of a marketing communication
strategy of a business can be measured by its brand awareness among the market audiences.
English Café is an English course institution in Semarang City that has the concept of making
a café a supporting tool and a convenient place for studying and practicing English. Our
research aims to explore its marketing communication strategy and measure its brand
awareness among the samples taken from Semarang citizens, including its students and others.
The qualitative method is used in the analysis with a descriptive data presentation. The tools
include observations, interviews, questionnaires, and documentation. The researcher found the
data result, there were 43 respondents; 12 respondents recognized English Café as an English
course institution in Semarang. It was called Top of Mind which had a percentage of 27.91%.
They had built the Top of Mind level of brand awareness for English Café Semarang. The
researcher found 22 respondents who recalled the English Café brand without the aid of recall
when they needed the English Café course program. It was called Brand Recall which had a
percentage of 51.17%. In the last finding, the researcher got 9 respondents who were unaware
of the English Café brand as an English course institution in Semarang. It was called Unaware
of Brand which had a percentage of 20.93%.