Penerapan Integrated Marketing Communication Pada Fittara Coffee. (Implementation of Integrated Marketing Communication at Fittara Coffee).

Dharmawan, Anugerah Putera (2024) Penerapan Integrated Marketing Communication Pada Fittara Coffee. (Implementation of Integrated Marketing Communication at Fittara Coffee). Undergraduate thesis, Univeritas 17 Agustus 1945 Surabaya.

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Abstract

The café, restaurant, and coffe shop industry is experiencing rapid growth and development, leading to intense competition among coffe shop businesses. This competition drives many business owners to create comfortable spaces and offer delicious flavors to attract customers. Amid the flourishing coffe shop scene, one coffe shop that remains relevant to the community is Fittara Coffee, located in Sidoarjo. It stands out for its cozy and tranquil atmosphere and its unique location nestled within a village and residential area. The marketing strategy required must focus on increasing the café's visibility, strengthening its brand image, and continuously building strong relationships with customers. In this context, the problem formulation aims to understand the implementation of integrated marketing communication at Fittara Coffee. The theoretical foundation used in this research is Integrated Marketing Communication, which includes seven key elements. The research approach used is qualitative. The findings show that the marketing communication strategies employed include advertising in the form of video content on Instagram and word-of-mouth marketing carried out by the marketing team (baristas) to customers, as well as from customers to other customers.

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