Marketing Communication Strategy of Rumah Makan Padang Payakumbuah in Increasing Brand awareness

Abstract

RM Padang Payakumbuah is a restaurant brand that focuses on serving Padang cuisine from the Payakumbuh region of West Sumatra. The brand differentiates itself by offering an authentic menu specific to the Payakumbuah region. To compete in the culinary industry and increase brand awareness, RM Padang Payakumbuah employs a marketing communication strategy. The aim of this study is to explain the strategy used by the restaurant in increasing brand awareness, particularly on Instagram. The research method used is descriptive qualitative research, with informants selected through Purposive and Snowball Sampling techniques. Data is collected through interviews, documentation, and Instagram observation. The findings reveal that RM Padang Payakumbuah utilizes the 7 marketing mix elements and 8 promotion models on Instagram to increase brand awareness. Notably, marketing gimmicks and events and experiences are found to be influential strategies in enhancing brand awareness for RM Padang Payakumbuah.