Ayuningtyas, Dyah and , Dr. Dian Purworini, MM (2019) Pengaruh IMC Kobrew Coffee dalam Menarik Minat Beli Konsumen (Studi Pengaruh IMC Kobrew Coffee terhadap Minat Beli Konsumen). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The number of coffee cafe business actors in the city of Solo has made coffee business people have to prepare an accurate marketing strategy so that their coffee products can compete with coffee products from other cafes. Kobrew Coffee is able to compete with other coffee cafes by using a good marketing strategy. With an integrated marketing communication strategy, the Coffee Kobrew can expand its marketing and attract consumers to come to the cafe. The purpose of this study was to determine the effect of integrated marketing communication conducted by Kobrew Coffee on consumer buying interest. This research method uses a quantitative approach and takes a purposive sampling technique. The data collection technique uses questionnaires and interview. Kobrew Coffee is able to conduct well-integrated marketing communication so that it can market its coffee products and attract visitors by displaying variations of coffee and other drinks that vary. Kobrew Coffee is also often involved in culinary festivals in the city of Solo. In addition to good marketing, Kobrew Coffee also has distinctive taste characteristics from coffee products from other cafes so that it can increase sales and be able to compete in the midst of coffee cafes in Solo. The result of the analysis of the study showed that was a significant influence between the IMC Kobrew Coffee on consumer buying interest with the effect of 24,7%.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Integrated Marketing Communication (IMC), Buying Interest, Influence Studies, Quantitativ |
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | DYAH AYUNINGTYAS |
| Date Deposited: | 27 Aug 2019 07:12 |
| Last Modified: | 27 Aug 2019 07:12 |
| URI: | http://eprints.ums.ac.id/id/eprint/77207 |
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