Nabila, Nada Fitra (2024) STRATEGI KOMUNIKASI PEMASARAN DALAM MENARIK MINAT BELI KONSUMEN PADA COFFEE SHOP DI TULUNGAGUNG (Studi Deskriptif Kualitatif pada ACC Coffee, Hakui Kopi, dan Foresthree Coffee Tulungagung). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the coffee shop business in Indonesia has increased very rapidly. The growth of the coffee shop business does not only occur in big cities, but has also penetrated into small cities, one of which is Tulungagung Regency. The proliferation of coffee shops in Tulungagung requires business people to implement effective marketing communication to achieve business goals. This study analyzes the marketing communication strategies implemented by three coffee shops in Tulungagung, namely ACC Coffee, Hakui Kopi, and Foresthree Coffee Tulungagung, in attracting consumer buying interest. Using a qualitative approach and descriptive method, data were collected through interviews, observation, and documentation, then analyzed with the concept of Marketing Mix 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence). The results showed that the three coffee shops carried out marketing communication strategies in attracting consumer buying interest. The strategy is carried out through social media as a promotional medium, providing various promo programs to attract buying interest, and collaboration with influencers to expand market reach. Although each applies a different approach according to their characteristics and target market. All three have their own uniqueness that can differentiate them from competitors.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nada Fitra Nabila | ||||||||
| Date Deposited: | 11 Jul 2024 09:03 | ||||||||
| Last Modified: | 11 Jul 2024 09:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25567 |
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