Strategi Komunikasi Pemasaran Coffeeshop Samatahouse Surabaya Guna Mempertahankan Minat Konsumen. (Marketing Communication Strategy of Samatahouse Coffee Shop Surabaya to Maintain Consumer Interest).

Sigit, Sava Abhista (2024) Strategi Komunikasi Pemasaran Coffeeshop Samatahouse Surabaya Guna Mempertahankan Minat Konsumen. (Marketing Communication Strategy of Samatahouse Coffee Shop Surabaya to Maintain Consumer Interest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study examines the digital marketing communication strategy implemented by Samata House in maintaining consumer interest amidst the increasingly tight CoffeeShop business competition, especially in Surabaya. A qualitative approach with a descriptive method is used to describe in depth the use of Integrated Marketing Communication (IMC) elements such as advertising, direct marketing, events & experiences, and public relations. Data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles & Huberman model which includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that social media, especially Instagram, is optimally utilized by SamataHouse to display creative content, promote events such as "Fungky Jungkie" "Sundance" and "Samatunes" and increase customer loyalty. Moreover, Samata House is identical to the Event, which is one of Samata House's forms of promoting the place and products sold. With the Event every month, Samata House is increasingly able to sort and organize the target market to be targeted. The implementation of direct marketing strategies, including providing discounts and collaboration with local communities, also contributes to building deep interactions with consumers. This study confirms that the implementation of integrated and innovative IMC can improve the competitiveness and sustainability of CoffeeShop businesses. However, continuous innovation, periodic evaluation of marketing strategies, and exploration of other IMC elements are needed to reach a wider market and maintain relevance to dynamic consumer needs.

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