Ariyani, Prabawati Rully (2024) Strategi Komunikasi Pemasaran Pada Dopamine Bakehouse & Cafe. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
17034010049-cover.pdf Download (1MB) |
|
Text (BAB 1)
17034010049-bab1.pdf Download (466kB) |
|
Text (BAB 2)
17034010049-bab2.pdf Restricted to Registered users only until 14 July 2026. Download (232kB) |
|
Text (BAB 3)
17034010049-bab3.pdf Restricted to Registered users only until 14 July 2026. Download (167kB) |
|
Text (BAB 4)
17034010049-bab4.pdf Restricted to Registered users only until 14 July 2026. Download (1MB) |
|
Text (BAB 5)
17034010049-bab5.pdf Download (10kB) |
|
Text (Daftar Pustaka)
17034010049-daftarpustaka.pdf Download (253kB) |
|
Text (Lampiran)
17034010049-lampiran.pdf Restricted to Registered users only until 14 July 2026. Download (290kB) |
Abstract
This research is motivated by the large number of social media users, especially TikTok, who review the Dopamine Bakehouse & Café coffee shop and get a lot of positive responses from the public, starting from delicious food to the place being considered to have its own aesthetics, giving rise to word of mouth strategies. This study aims to analyze the marketing communication strategy at Dopamine Bakehouse & Café. The research method uses a descriptive qualitative approach with data collection in the form of observation, interviews, and documentation. The AIDA model (attention, interest, desire and action) becomes an analysis knife because it can convey from the quality of a good message so that accurate research results are obtained. The results showed that Dopamine Bakehouse & Café did various ways to attract attention such as informing products online and offline, making customers to have interest with persuasive communication through intensive narratives, persuasion, and invitation. Various efforts are made to reach a wider range of customers. This resulted in a significant increase in the number of customer visits. However, there are still shortcomings in the implementation of communication strategies, especially in terms of promo offers and brand strengthening through social media which are still considered not optimal.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Prabawati Rully Ariyani Sri Wuryani | ||||||||
| Date Deposited: | 15 Jul 2024 06:56 | ||||||||
| Last Modified: | 15 Jul 2024 06:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25990 |
Actions (login required)
 |
View Item |