Hidayatuloh, Arfinza Lintang Istqlal and , Dr. Edy Purwo Saputro. S.E., M.Si (2025) Strategi Komunikasi Pemasaran Terpadu Pada Kedai Kopi Hakiki Sunset Coffee & Goodness Untuk Meningkatkan Penjualan Di Tengah Banyaknya Coffee Shop Di Waduk Cengklik. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study explains the integrated marketing communication strategy of Hakiki Sunset Coffee Shop. The purpose of this study is to explain several integrated marketing communication strategies carried out by Hakiki Sunset Coffee Shop to increase sales amidst the many Coffee Shops in Cengklik Reservoir. This study uses a qualitative descriptive method and data collection through interviews, documentation, and journals as a basis. The sources in this study were the owner, crew and customers of Hakiki Sunset Coffee Shop. The theory used in this study is to use the theory of integrated marketing communication and persuasive communication. The integrated marketing communication strategy carried out in this study through several techniques, namely promotion, public relations, sponsorship, advertising, word of mouth marketing, personal selling and direct marketing. The results of this study, the target market chosen is young teenagers who want to relax with the most effective communication strategy techniques are word of mouth and promotion. The variety of integrated marketing communication strategies aims not only to attract potential consumers but also to create awareness, trust, and brand image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Integrated Marketing Communication, Communication Strategy, Persuasive Communication, Hakiki Sunset |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | ARFINZA LINTANG ISTIQLAL HIDAYATULOH |
| Date Deposited: | 26 Feb 2025 03:47 |
| Last Modified: | 26 Feb 2025 03:47 |
| URI: | http://eprints.ums.ac.id/id/eprint/133071 |
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