Strategi Komunikasi Pemasaran Terpadu Moogs Coffee Dalam Membangun Brand Image Melalui Event "Pour In Chaos". (Moogs Coffee's Integrated Marketing Communication Strategy in Building Brand Image through the "Pour In Chaos" Event).

Siswanti, Mustika Ayu (2024) Strategi Komunikasi Pemasaran Terpadu Moogs Coffee Dalam Membangun Brand Image Melalui Event "Pour In Chaos". (Moogs Coffee's Integrated Marketing Communication Strategy in Building Brand Image through the "Pour In Chaos" Event). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The food & beverage business is one type of business that has survived to this day. One of the things that is considered the key to the success of this business, in the midst of so much competition, is the presence of new innovation or creativity all the time in products and marketing. "Moogs Cafe" is an F&B Coffethat implements a strategy with the "Pour In Chaos" event. This aims to introduce lay people to coffee with various competitions, and also invite talented coffee baristas to test their skills in competitions, and want to create a brand. cafe. This research uses qualitative methods, with data collection techniques of interviews, observation and documentation. The research results show that "Moogs Cafe" uses the concept of integrated elements as a marketing communication strategy. The concept used is IMC (Integrated Marketing Communication) which consists of the fields of advertising, direct marketing, internet marketing, sales promotion, public relations and personal selling.

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