Increasing the Brand Awareness of Onokabe Surabaya through a Promotional Video

Authors

  • Vincent Steffano Hariyanto Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
  • Jusuf Imam Ibrahim Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.9.2.276-281

Keywords:

Harga, ekuitas merek, kualitas produk, keputusan pembelian

Abstract

Established in December 2018 by Mr. Steven, the CEO of Boga Group Jatim, Onokabe is an all-you-can-eat Japanese restaurant by Boga Group Jatim. Onokabe has three competitors, which are Cocari, BBQ Frenzy, and Hanamasa. The competitors have similar concepts, prices, and products as Onokabe. However, due to ineffective marketing, Onokabe lacks customers and brand awareness. Whereas, Onokabe has strong USPs among the competitors, which is high-quality meat and a lot of buffet variation. Therefore, through a promotional video that highlights its USP, Onokabe can improve its brand awareness and attract potential customers. Besides that, a promotional video can be spread widely in this digital era to reach more people. Hopefully, highlighting and spreading the strength of Onokabe through a promotional video can solve the problem of Onokabe and increase its sales.

 

Keywords: marketing, promotional tool, promotional video, Onokabe, restaurant

Author Biographies

  • Vincent Steffano Hariyanto, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

    English Department

  • Jusuf Imam Ibrahim, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

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Published

2021-10-30

Issue

Vol. 9 No. 2 (2021)

Section

Articles

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