STRATEGI KOMUNIKASI PEMASARAN PADA “KOPI TERAPUNG 16 PRO PALEMBANG DALAM MENINGKATKAN KEUNGGULAN’’

TANTRY, NOVIARA and Andarini, Rindang Senja and Astuti, Misni (2025) STRATEGI KOMUNIKASI PEMASARAN PADA “KOPI TERAPUNG 16 PRO PALEMBANG DALAM MENINGKATKAN KEUNGGULAN’’. Undergraduate thesis, Sriwijaya University.

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Abstract

Currently, many coffee shops are competing to create innovations in terms of concepts and buildings, entertainment facilities and other interesting activities in attracting consumers to visit their coffee shops, one of which is by marketing in providing attractive offers from their social media. The research method used by researchers is a qualitative research method, the focus of this research is to describe events or situations with the aim of the research, namely to find out how the marketing communication strategy of Floating Coffee 16 Pro is. In collecting data, researchers conducted in-depth interviews directly (face to face) with research informants. The results of this study using the 4p theory are for coffee shop products that have provided recommendations and education on favorite menus from research results to cashiers and waiters where they are in direct contact with buyers, so they can understand what food and beverage products are in demand and provide product recommendations that are in demand by new buyers. Then for the price, Kopi 16 Pro provides standard prices for food and drinks with premium quality, and place is the unique floating coffee concept in taking a strategic place, for the last indicator is the promotion carried out by Kopi 16 Pro where they provide promotions to buyers on certain days directly or do promotions through social media. Kopi 16 Pro needs to frequently provide interesting updated information and other updates so as not to be left behind and to attract the attention of buyers to return to Kopi 16 Pro and consumers can repurchase at Kopi 16 Pro.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, Coffeshop, Teori 4P
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Noviara Tantry
Date Deposited:	23 Sep 2025 02:05
Last Modified:	23 Sep 2025 02:05
URI:	http://repository.unsri.ac.id/id/eprint/184606

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