Strategi Komunikasi Pemasaran Kopimana27 Tebet dalam Meningkatkan Jumlah Konsumen

Chairunisa, Zulfa (2023) Strategi Komunikasi Pemasaran Kopimana27 Tebet dalam Meningkatkan Jumlah Konsumen. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Cafe business development in Jakarta is very rapid, one of which is Kopimana27 Tebet established in 2015 due to the increasing number of coffee lovers, especially in the area of South Jakarta Tebet. This attracts consumers who see it, because many people come to Kopimana27 Tebet with facilities provided such as working space area where consumers as office employees can work with a kojie atmosphere. The authors conducted this study to determine the marketing communication strategy used by Kopimana27 Tebet. This type of research using qualitative methods, with descriptive approach. Kopimana27 Tebet conducts marketing communication planning through segmenting, targeting, and positioning before carrying out marketing communication activities. Market Segmentation Kopimana27 Tebet is a community located in South Jakarta as the main segment and the majority of consumers who come to cafe Kopimana27 Tebet is 16-45 years. The results showed that facing the Integrated marketing Communication (IMC) strategy, includes coordination efforts of various elements of promotion and other marketing activities. The basic instrument used to achieve corporate communication it is the promotional mix, which includes, advertising, direct sales, sales promotion, public relations and direct marketing. Kata Kunci : Number Of Consumers, Communication, Increase, Marketing, Strategy

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