STRATEGI KOMUNIKASI PEMASARAN DOBRO COFFEE BEKASI

Aditya, Arfy (2024) STRATEGI KOMUNIKASI PEMASARAN DOBRO COFFEE BEKASI. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research aims to analyze and describe the marketing communication strategies employed by Dobro Coffee, a coffee brand operating in the Indonesian coffee market. The study utilizes marketing communication theory and marketing communication strategy as a framework to comprehend how Dobro Coffee builds and reinforces its brand image both offline and online. The author incorporates the marketing mix theory proposed by Phillip Kotler, which includes Product, Price, Place, and Promotion, and also employs the STP theory of Segmentation, Targeting, and Positioning. Through a qualitative approach, this research will gather information through interviews with relevant personnel at Dobro Coffee, social media content analysis, direct observation at outlets, and a review of literature related to the coffee industry in Indonesia. The findings of this research are expected to provide in-depth insights into the effectiveness of Dobro Coffee's marketing communication strategies in promoting its products amid the intense competition in the national coffee market. By understanding Dobro Coffee's marketing communication strategies, this research aims to contribute to the advancement of marketing knowledge, particularly in the context of the coffee industry in Indonesia. The findings also offer practical insights for stakeholders in the coffee industry and similar businesses to enhance their competitiveness and business sustainability.

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