The Impact of Marketing Communication Tools towards Brand Awareness of Restaurant X in ABC Hotel

Abstract

Nowadays, the tourism industry is highly competitive. Many hotels compete with each other and try to distinguish themselves by building restaurants as their facilities. It is important  for them to build the brand awareness because it will give impact on consumers’ choice in  buying decision. Taking the case of Restaurant X in ABC Hotel, this research will answer
whether the marketing communication mix simultaneously and significantly gives influence towards brand awareness. The marketing communication tools  consists of advertising, sales
promotion, public relation, and direct marketing.

 
This research is based on the questionnaires that were distributed based on convenience sampling method to 93 correspondents who know Restaurant X. Using multiple regression, data are regressed based on the marketing communication mix performance and the brand awareness
of Restaurant X. It shows that the marketing communication tools indeed simultaneously give significant influence towards brand awareness of Restaurant X. In addition, only sales
promotion and public relation that individually give significant influence towards brand awareness of Restaurant X. Therefore, the management should intensify their strategy in monetary sales promotion and improve the sales promotion by  adding non-monetary sales promotion, improve the public relation in online channels, and build integrated marketing communication for Restaurant X.

Keywords: advertising, sales promotion, public relation, direct marketing, marketing communication
tools, brand awareness.