Strategi Komunikasi Pemasaran "Beli Kopi" Dalam Membangun Brand Image

Saifuddin, Akhmad (2022) Strategi Komunikasi Pemasaran "Beli Kopi" Dalam Membangun Brand Image. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Bisnis minuman kopi saat ini telah berubah seiring perkembangan zaman. Berbagai macam olahan kopi dapat ditemukan di Indonesia, salah satunya yang menjadi fenomena saat ini yaitu kopi kekinian. Fenomena ini bisa dilihat dengan meningkatnya kedai kopi modern di Indonesia. Persaingan yang ketat menjadikan setiap brand kopi kekinian berlomba-lomba membangun brand image sebagai pembeda dengan brand kopi kekinian lainnya. Tujuan penelitian yaitu untuk mengetahui bagaimana “Beli Kopi” menerapkan strategi komunikasi pemasaran dalam membangun brand image. Metode penelitian ini adalah deskriptif kualitatif dengan menggunakan pengumpulan data yaitu observasi, dokumentasi, dan wawancara mendalam kepada pihak-pihak perwakilan dari “Beli Kopi”. Hasil penelitian menunjukan “Beli Kopi” melakukan strategi komunikasi pemasaran dalam membangun brand image. “Beli Kopi” menggunakan strategi mix media seperti media sosial dan media cetak dan strategi differensiasi produk dengan memberikan tawaran harga, produk, dan promosi yang berbeda dengan brand kopi kekinian lainnya. Semua aktivitas pemasaran yang dilakukan “Beli Kopi” dalam menjalankan strateginya yaitu dengan periklanan menggunakan media cetak seperti spanduk, banner, dan pamflet. “Beli Kopi” juga menggunakan media sosial instagram dalam melakukan aktivitas promosi terkait produk-produk yang mereka jual. Selain itu, “Beli Kopi” juga melakukan kerja sama dengan aplikasi pihak ketiga seperti Gofood, Grabfood, dan Shopee. Kata Kunci : Brand Image, Marketing Mix, Promotion Mix , Strategi Komunikasi Pemasaran

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Image, Marketing Mix, Promotion Mix, Strategi Komunikasi Pemasaran
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi
Depositing User: 1151700123 Akhmad Saifuddin
Date Deposited: 09 Feb 2022 01:18
Last Modified: 09 Feb 2022 01:18
URI: http://repository.untag-sby.ac.id/id/eprint/13645

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