KOMUNIKASI PEMASARAN ROETA COFFEE DI MEDIA SOSIAL

Nabilla, Mauhamana (2024) KOMUNIKASI PEMASARAN ROETA COFFEE DI MEDIA SOSIAL. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This research is motivated by the significant growth of the coffee industry in Indonesia and the competitive market environment where various coffee shops employ different strategies and attractions to draw consumer interest. The purpose of this study was to determine the marketing communication strategy through social media at Roeta Coffee, by looking at aspects of the product mix, price, promotion, place, people, process, and physical evidence. The theory used is the marketing mix using descriptive qualitative research methods. The result of this study is that Roeta Coffee is in a good position in the coffee industry with steady growth and a loyal customer base. The application of the Marketing Mix by Roeta Coffee is quite effective in increasing sales. Most of the marketing mix components have been implemented well. However, the overall implementation is not yet fully optimized, especially in the Physical Evidence aspect, because the facilities at Roeta Coffee are still not adequate enough for a large number of consumers. Roeta Coffee, as one of the coffee shops in Bekasi City, applies the Marketing Mix with the 7P concept in its business, namely product, price, promotion, place, people, service (process), and physical evidence to increase sales. The implementation of this strategy has made Roeta Coffee one of the coffee shops that consumers are interested in.

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