STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENGUNJUNG PADA CAFE AMICO DI PALEMBANG

JULVADRIN, RODHO RESMON and Eko Nugraheni, Dyah Hapsari and Yogsunandar, Harry (2024) STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN PENGUNJUNG PADA CAFE AMICO DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study is motivated by the increasing growth of Korean culture-based culinary businesses in Indonesia, particularly in Palembang, one of which is Café Amico. With a South Korean cultural theme, this café has successfully grown and survived amidst competition. This research aims to analyze the marketing communication strategies implemented by Café Amico to increase the number of visitors, using the 7P Marketing Mix theory by Philip Kotler and Armstrong. The study employs a qualitative research method based on postpositivism and uses data collection techniques through triangulation. The results indicate that Café Amico's marketing strategy has been effectively executed through various efforts such as active promotion on social media and Google Review, friendly service, and convenient payment methods like QRIS and mobile banking. Additional facilities, such as staff call features and South Korean language classes, also provide added value, positively impacting visitor numbers. However, challenges arise from the café's less strategic location, as it is situated in a shop-house area with limited parking space. Overall, the implementation of these marketing communication strategies significantly contributes to Café Amico's success in attracting more visitors.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran 7P, Budaya Korea Selatan, Kafe, Peningkatan Pengunjung, Strategi Komunikasi Pemasaran
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Rodho Resmon Julvadrin
Date Deposited:	22 Jan 2025 06:30
Last Modified:	22 Jan 2025 06:30
URI:	http://repository.unsri.ac.id/id/eprint/166310

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