Waluyo, Ridho (2025) Strategi Komunikasi Pemasaran Jokopi Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
Cover Repostori.pdf Download (901kB) |
|
Text (BAB 1)
Bab 1 repository.pdf Download (381kB) |
|
Text (BAB 2)
bab 2 Repository.pdf Restricted to Registered users only until 2027. Download (337kB) |
|
Text (BAB 3)
bab 3 repo.pdf Restricted to Registered users only until 2027. Download (291kB) |
|
Text (BAB 4)
bab 4 repo.pdf Restricted to Registered users only until 2027. Download (504kB) |
|
Text (BAB 5)
bab 5 repo.pdf Download (233kB) |
|
Text (DAFTAR PUSTAKA)
dafpus repo.pdf Download (253kB) |
|
Text (LAMPIRAN)
Lampiran repo.pdf Restricted to Registered users only Download (551kB) |
Abstract
JOKOPI SURABAYA MARKETING COMMUNICATION STRATEGY The development of the coffee industry in Indonesia has experienced rapid growth in almost all major cities, one of which is Surabaya. With the many businesses in the coffee industry, many competing products have emerged, so that entrepreneurs in this field need to use effective marketing communication strategies as a means for the company to increase brand awareness and consumer buying interest. This study analyzes the marketing communication strategy implemented by PT. Jokopi Indonesia Group through the marketing mix carried out in managing all outlets in Surabaya. This study uses a qualitative approach and descriptive method with the object of research in the form of marketing communication strategies and research subjects from Jokopi Surabaya, the data in this study were obtained through interviews, observations, and documentation, then analyzed with the Marketing Mix 7P theory (Product, Price, Promotion, People, Process, Place, Physical Evidence) introduced by Booms and Bitner (1981). The results of the study show that in general Jokopi has implemented an important marketing communication strategy in supporting success in the coffee industry through several strategies implemented. The strategy is carried out through the use of quality materials and simple product naming, stable pricing by making raw material efficiency, promotions carried out through social media with positive interactions provided, and the selection of shop locations based on research on customer habits that become unique selling. This makes Jokopi have its own uniqueness that can differentiate them from competing products.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Ridho Ridho Waluyo Waluyo | ||||||||
| Date Deposited: | 24 Jan 2025 03:43 | ||||||||
| Last Modified: | 24 Jan 2025 03:43 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34350 |
Actions (login required)
 |
View Item |