Widodo, Dustin Phalosa Arundaya (2026) STRATEGI KOMUNIKASI PEMASARAN BERBASIS NOSTALGIC MARKETING PADA ZANGRANDI ICE CREAM SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the nostalgic marketing-based marketing communication strategy implemented by Zangrandi Ice Cream Surabaya in maintaining its existence amid the rapid development of the modern culinary industry. This research employed a descriptive qualitative approach. Data were collected through in-depth interviews, observations, and documentation involving the Operational Manager, Supervisor, and customers of Zangrandi Ice Cream Surabaya. The data were analyzed using the Miles and Huberman model, which consists of data reduction, data display, and conclusion drawing. The analysis began by identifying the company's marketing communication activities through the 7P marketing mix, followed by a SWOT analysis to examine the company's strategic conditions. Furthermore, the nostalgic marketing-based marketing communication strategy was analyzed using the SOSTAC model, consisting of Situation, Objectives, Strategy, Tactics, Action, and Control. The findings indicate that Zangrandi's marketing communication strategy is centered on utilizing its historical identity as a competitive advantage. The 7P marketing mix analysis reveals that the strategy is implemented through the management of product, price, place, promotion, people, process, and physical evidence. The SWOT analysis shows that the company leverages its strengths, including product authenticity, heritage architecture, service quality, and reputation as a legendary culinary destination, to address its weaknesses and external threats through a differentiation strategy. The SOSTAC analysis demonstrates that nostalgic marketing is systematically implemented through strategic planning, tactical execution, operational implementation, and continuous evaluation. This study concludes that a nostalgic marketing-based marketing communication strategy enables Zangrandi Ice Cream Surabaya to preserve its historical identity while strengthening its competitiveness and long-term existence in the modern culinary industry.
| 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 P Language and Literature > P Philology. Linguistics > P93.5 Visual Communication |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Dustin Dustin Widodo | ||||||||
| Date Deposited: | 20 Jul 2026 03:04 | ||||||||
| Last Modified: | 20 Jul 2026 04:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56262 |
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