MARKETING COMMUNICATION STRATEGY FOR LOCAL BRAND ENTREPRENEURS (A CASE STUDY OF SABANA FRIED CHICKEN FRANCHISE AT RADIO DALAM, SOUTH JAKARTA)

Abstract

The development of the Indonesian economic sector is growing, presenting a variety of more diverse culinary references. The culinary industry influences economic growth. This research aims to attract consumers from the marketing communication strategy implemented by Sabana Fried Chicken at Radio Dalam, South Jakarta. Marketing Communication is the main reference in this research. The case study method is used in the qualitative research approach. Marketing communication strategy tries to reveal in the implementation of activities in this research. The development of the research found that to increase sales. Franchise Sabana tried to apply several marketing communication strategies in marketing their products, including by utilizing social media and traditional marketing such as word of mouth (WOM) in terms of promotion.