Yuliana, Tina and , Edy Purwo Saputro, SE., M.Si. (2022) Marketing Communication Strategy Of Kalih Coffee, Tea And Spaces. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Kalih coffee, Tea and Spaces is one of the largest cafes in Tegal City which has a design with a unique concept and also serves a variety of food and beverage menus. This cafe carries out various integrated marketing communication activities with the aim of attracting consumers to visit the Kalih Coffee, Tea and Spaces café. This study uses a qualitative descriptive approach with reference to the theory of Integrated Marketing Communication (IMC), such as sales promotion, direct marketing, advertising, public relations and publicity, and events. The method used in the form of interviews and direct observation. The data sample in this research was taken using purposive sampling technique. The results of this research are the strategies carried out by Kalih Coffee, Tea and Spaces in carrying out marketing communication actions as a means of promotion to increase the attractiveness and purchase of consumers in accordance with integrated marketing communication. The strategies carried out are advertising activities, such as using Instagram and involving local influencers in disseminating information, sales promotion by distributing vouchers in the form of price discounts, implementing personal selling according to SOPs in serving customers, public relations activities through Instagram and publicity by covering them on online print media, their sponsorship is done by distributing vouchers and finally there is word of mouth in their marketing communication strategy
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Marketing Communication Strategy, Kalih coffee, tea and Spaces , the biggest café in Tegal City, |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | TINA YULIANA |
| Date Deposited: | 29 Nov 2022 03:44 |
| Last Modified: | 29 Nov 2022 03:44 |
| URI: | http://eprints.ums.ac.id/id/eprint/106789 |
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