STRATEGI KOMUNIKASI PEMASARAN PADA INSTAGRAM COFFESHOP “MAJO PAJO” PALEMBANG

CAVENATI, AMBRA and Thamrin, M. Husni and Murti, Krisna (2024) STRATEGI KOMUNIKASI PEMASARAN PADA INSTAGRAM COFFESHOP “MAJO PAJO” PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Competition in the world of coffee shops in the city of Palembang is quite intense. So with the phenomenon of teenagers becoming coffee shop consumers, many coffee shops are competing to create innovations in terms of building and shop thematics, in terms of entertainment and also in terms of facilities to attract these teenagers to come to the coffee shop and also by using digital marketing. to provide attractive offers from social media. The method used in this research is descriptive qualitative using interview, observation and documentation data collection techniques. The results of research using the 4P theory are that Majo Pajo products have provided education or favorite menu recommendations which are the result of research from waiters and cashiers who are in direct contact with consumers, so that they understand what foods and drinks are in high demand and they provide these recommendations to new consumers, apart from that, the Majo Pajo product packaging also consistently creates a colorful concept that will provide joy and happiness to consumers who see it. Then for Price Majo Pajo, the standard price is set for premium quality food and drinks. Apart from that, the Majo Pajo place also maintains the concept and takes a strategic place so that quite a lot of visitors visit the Majo Pajo Café. For the last indicator, namely the Majo Pajo promotion has not provided promotions to customers who come directly, promotions are actually given through online motorbike taxi orders, apart from that Majo Pajo quite rarely carries out promotions via social media. Keywords: Coffeeshop, 4P, Marketing.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Coffeshoop, 4P, Pemassaran
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Ambra Cavenati
Date Deposited:	27 Mar 2024 23:03
Last Modified:	27 Mar 2024 23:03
URI:	http://repository.unsri.ac.id/id/eprint/142886

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