Promotion And Brand Image In Building Brand Awareness

The development of coffee outlets or what is claimed to be a modern cafe has recently been growing rapidly in all regions in Indonesia where the term cafe originated from the coffee shop business which is widely available on street corners in Indonesia. This business was then made modernly by adopting the sale of Starbucks coffee, which then led to the public's mindset that drinking coffee may look exclusive. This brilliant inspiration for middle-up class coffee shops was then adapted by entrepreneurs in Indonesia who later created cafes that serve coffee using the latest atmosphere. The concept of this coffee shop has become a trend that is selling well among young people and adults so that it becomes a business that has enough prospects to work on. However, many businesses have fallen and even survived in recent years because consumers are critical in choosing products that match their class and expectations. Therefore, the company must be able to make efforts to create brand awareness as did Starbucks as it became a brand leader in coffee sales in the world. Starbucks promotion and brand image formation were analyzed in this study. Regression analysis was applied to find out the effect of promotion and brand image on brand awareness. The result shows that these two variables positively and significantly influence brand awareness. The better the company in building channels of information and persuasion in introducing a product or service, the better the public awareness in recognizing products and services. Meanwhile, the better the brand image received by the public, the awareness of the brand product will be higher.