IMPLEMENTASI KOMUNIKASI PEMASARAN LEMBAGA BIMBINGAN BELAJAR DALAM MEMBANGUN BRAND AWARENESS (Studi Kasus Pada Lembaga Bimbingan Belajar BIAS Education)

BIAS Education, one of the tutoring centers located in Pare sub-district. Since its establishment in 2011, BIAS Education has focused on learning programs for the preparation of entrance selection to public universities and official schools with an offline learning system conducted in Pare sub-district. In the context of business competition, BIAS Education is faced with quite complex challenges. Where BIAS Education must be able to compete with favorite tutoring institutions in Indonesia that also present college entrance preparation programs, as well as the image of Pare sub-district as an English village or English learning area that is already embedded in the community. This study aims to describe the implementation of BIAS Education's marketing communication in building brand awareness as a specialist college entrance preparation tutoring institution. This research uses descriptive qualitative research methods, by collecting data through interviews and documentation with data analysis techniques using data condensation, data presentation, and conclusion drawing. The results showed that the implementation of BIAS Education's marketing communication in building brand awareness as a specialist college entrance tutoring institution was carried out by implementing a brand identity which included a brand name, logo, slogan, color and communication messages that were carried out repeatedly using communication mix programs.