STRATEGI PROMOSI UNTUK MEMPERKUAT KESADARAN MEREK (BRAND AWARENESS) DALAM MENINGKATKAN VOLUME PENJUALAN BUTIK ANANTA BATIK DI KAB. KARANGANY

Abstrak

The method used in this research is qualitative method. With the technique of determining informants using
the snowball sampling method. The number of informants or respondents in this research was 5 (five)
people consisting of 3 key informants as boutique owners in the district. Karanganyar and 2 supporting
informants as batik customers. The data collection techniques used in this research were interviews,
observation and documentation. The data analysis technique used by researchers is the Miles & Huberman
method. The results of this research indicate that brand awareness of Ananta Batik boutique in the district.
Karanganyar increased significantly through strong product branding efforts. Effective promotional
strategies and a focus on product quality and competitive prices have resulted in increased sales volume
and positive business growth for Ananta Batik Boutique).