Public Relation Sebagai Strategi Komunikasi Pemasaran Coffee Shop Belakang Rumah Untuk Meningkatkan Penjualan. (Public Relations as a Backyard Coffee Shop Marketing Communication Strategy to Increase Sales).

Raharjo, Iron (2023) Public Relation Sebagai Strategi Komunikasi Pemasaran Coffee Shop Belakang Rumah Untuk Meningkatkan Penjualan. (Public Relations as a Backyard Coffee Shop Marketing Communication Strategy to Increase Sales). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of the coffee business is currently one of the most sought-after businesses. The large number of coffee shop businesses cause market competition. This market competition is also experienced by the Belakang Rumah coffee shop, which has almost the same menu as other coffee shops in Pandaan and the same consumers. The research method uses a qualitative descriptive approach and uses community-based marketing communication. This research uses data collection techniques through interviews, observation, and literature study. Data analysis techniques include data reduction, data display, and drawing conclusions. The data validity technique is data triangulation. This research uses the PENCILS concept. The results show that the Belakang Rumah coffee shop marketing communication strategy is considered effective and supported by community-based communication, based on observation and supporting data that state that the increase in the number of consumers is quite significant, using word of mouth and Instagram social media and community-based communication.

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