STRATEGI KOMUNIKASI PEMASARAN COFFEE SHOP “MUTUAL SPACE” DI KOTA PALEMBANG

YAFIS, MUHAMMAD and Nomaini, Faisal and Musdalifah, Farisha Sestri (2022) STRATEGI KOMUNIKASI PEMASARAN COFFEE SHOP “MUTUAL SPACE” DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The lifestyle or culture of the Indonesian people today has been influenced by foreign cultures. One of the cultures that has an effect on business in Indonesia is the culture of drinking coffee, not least in the city of Palembang. The competition between coffee shop is tight, so a marketing strategy is needed to attract customers. Thus, this study aims to determine the marketing communication strategy using the theory of IMC (Integrated Marketing Communication). The results of the study were found using five dimensions of Marketing Communication strategy, namely Advertising. Direct Marketing, Sales Promotion, Personal Selling, Public Relations. The communication strategy in Mutual Space is prepared quite well with publications that are emphasized throught the media and being a partnership, but the lack of evaluation of the distribution of messages so that the planned goals have not been achieved in the form of customer participation which is still less than the target. Keywords: Marketing Communication Strategy, IMC (Integrated Marketing Communication) Theory, Coffee Shop Mutual Space

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Mutual, Space
Subjects:	H Social Sciences > HJ Public Finance > HJ9-9940 Public finance L Education > LB Theory and practice of education > LB2341-2341.95 Supervision and administration. Business management
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Yafis
Date Deposited:	25 Feb 2022 04:59
Last Modified:	25 Feb 2022 04:59
URI:	http://repository.unsri.ac.id/id/eprint/65560

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